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Title: Moving beyond the western versus Asian culture distinction : an investigation of acculturation effects
Authors: Weber, K 
Sparks, B
Hsu, CHC 
Issue Date: 2017
Source: International journal of contemporary hospitality management, 2017, v. 29, no. 6, p. 1703-1723
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.
Keywords: Culture
Social presence
Service failures
Chinese customers
Publisher: Emerald Group Publishing Limited
Journal: International journal of contemporary hospitality management 
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/IJCHM-12-2015-0679
Rights: © Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
The following publication Weber, K., Sparks, B. and Hsu, C.H.C. (2017), "Moving beyond the Western versus Asian culture distinction: An investigation of acculturation effects", International Journal of Contemporary Hospitality Management, Vol. 29 No. 6, pp. 1703-1723 is published by Emerald and is available at
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