Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/25665
Title: Intercultural service encounters (ICSE) : an extended framework and empirical validation
Authors: Sharma, P
Tam, JLM 
Kim, N 
Keywords: Adequate and perceived service levels
Consumer behaviour
Cross cultural management
Inter-role congruence
Interaction comfort
Intercultural competence
Perceived cultural distance
Satisfaction
Issue Date: 2012
Publisher: Emerald Group Publishing Limited
Source: Journal of services marketing, 2012, v. 26, no. 7, p. 521-534 How to cite?
Journal: Journal of services marketing 
Abstract: Purpose: This paper aims to extend the intercultural service encounters (ICSE) framework using role theory and information asymmetry perspective, to hypothesize differences in the strength of many relationships based on service role (customers versus employees). Design/methodology/approach: The paper presents the results of a field-experiment with 204 restaurant employees and 241 customers in Hong Kong using a service failure scenario and photographs of Western versus Asian customers to manipulate perceived cultural distance. Findings: Perceived cultural distance has a stronger negative effect on inter-role congruence, interaction comfort has a stronger positive effect on perceived service level and inter-role congruence on adequate service level, for customers versus employees. Intercultural competence has a stronger positive effect on inter-role congruence for employees versus customers, and it moderates the influence of perceived cultural distance on interaction comfort and inter-role congruence. Research limitations/implications: This paper reports the findings from a field-experiment study using an imaginary service failure scenario in a restaurant setting with ethnic Chinese customers and employees in Hong Kong, which may not be generalizable to other contexts. Practical implications: The findings highlight the need to recognize and manage the differences in the expectations and perceptions of service customers and employees, and the importance of inter-cultural competence in managing intercultural service encounters. Originality/value: The study extends the original ICSE framework by highlighting important differences between customers and employees in the strength of various relationships.
URI: http://hdl.handle.net/10397/25665
ISSN: 0887-6045
DOI: 10.1108/08876041211266495
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