Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/16685
Title: Service role and outcome as moderators in intercultural service encounters
Authors: Sharma, P
Tam, JLM 
Kim, N 
Keywords: Intercultural
Perceived cultural distance
Service encounter
Service outcome
Service quality
Service role
Issue Date: 2015
Publisher: Emerald Group Publishing Limited
Source: Journal of service management, 2015, v. 26, no. 1, p. 137-155 How to cite?
Journal: Journal of service management 
Abstract: Purpose: The purpose of this paper is to introduce a comprehensive framework incorporating service roles (customer vs employee) and outcomes (failure vs success) as moderators in the process by which perceived cultural distance (PCD) affects customers and employees in intercultural service encounters (ICSEs). Design/methodology/approach: The authors used a 2¡Ñ2¡Ñ3 between-subjects experimental design with Chinese undergraduate students, manipulating service role (customer and employee), outcome (failure and success) and PCD (low, medium and high). Findings: Compared to service employees, customers perceive higher cultural distance and lower interaction comfort (IC), service quality and satisfaction; and stronger negative moderating effect of PCD in ICSEs. Compared to service success, failure results in lower IC; perceived service quality and satisfaction, and these effects are stronger for customers (vs employees). Research limitations/implications: The authors used shorter versions of all the scales to minimize participant fatigue
URI: http://hdl.handle.net/10397/16685
ISSN: 1757-5818
EISSN: 1757-5826
DOI: 10.1108/JOSM-03-2013-0062
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