The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences


The increasing globalization of markets and the ease with which services now cross national boundaries provide a compelling reason for understanding the cultural context of service delivery and consumption. Addressing this particular issue, the current study builds upon and extends an emerging line of academic inquiry by investigating the moderating effects of cultural differences on behavioral responses to dissatisfactory service experiences. Using a cross-sectional survey design, the present study's findings indicate that culture, measured by an individual's cultural value orientation along the Hofstede dimensions of individualism/collectivism, masculinity/femininity, power distance, uncertainty avoidance and long-term/short-term orientation, has indirect effects on voice, exit, negative word-of-mouth and third-party responses. These findings have significant implications for the theory and practice of international service management.

Publication DOI:
Divisions: Aston Business School > Marketing & Strategy
Aston Business School
Additional Information: © 2019, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Uncontrolled Keywords: Behavioral responses,Cultural value orientations,Dissatisfactory service experiences,Service failure,Marketing
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Related URLs: https://linking ... 969698918304247 (Publisher URL)
http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2019-05-01
Published Online Date: 2019-02-28
Accepted Date: 2019-02-13
Authors: Schoefer, Klaus
Wäppling, Anders
Heirati, Nima
Blut, Markus ( 0000-0003-0436-6846)



Version: Accepted Version

Access Restriction: Restricted to Repository staff only until 28 August 2020.

License: Creative Commons Attribution Non-commercial No Derivatives

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