Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/70930
Title: Moving beyond the western versus Asian culture distinction : an investigation of acculturation effects
Authors: Weber, K 
Sparks, B
Hsu, CHC 
Keywords: Culture
Social presence
Acculturation
Service failures
Chinese customers
Chinese-Australians
Issue Date: 2017
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2017, v. 29, no. 6, p. 1703-1723 How to cite?
Journal: International journal of contemporary hospitality management 
Abstract: Purpose - This study aims to analyze the joint effects of where a service failure occurs and who witnesses it, with a specific focus on Chinese consumers who have varying levels of acculturation.
Design/methodology/approach - A 4 X 2 X 2 between-subject factorial design was used, where social presence and the location of the service failure were manipulated and acculturation was measured. Data were collected in Australia and China to contrast perceptions and behavioral responses of Chinese - Australians and Mainland Chinese by drawing on samples of 224 and 264 respondents, respectively.
Findings - Results showed significant differences in face, satisfaction and repeat purchase intention ratings following a service failure between Chinese - Australians and Mainland Chinese, as well as among Chinese Australians with different acculturation strategies. Contrary to expectations, results established that where and with whom a service failure is experienced prominently affect consumer behavior regardless of the acculturation level.
Practical implications - An understanding of the effect of acculturation on a service failure situation is crucial for businesses to successfully compete in a continuously globalized world where migration produces multicultural societies and short-term travel tends to significantly change demands on service provision.
Originality/value - This research presents one of the first studies that go beyond the traditional East/West consumer distinction in studying service failure. This study analyzes the effect of acculturation by itself and together with other variables of interest.
URI: http://hdl.handle.net/10397/70930
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/IJCHM-12-2015-0679
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