In the context of ethnic dining services, authenticity is the key ingredient. This study aims to investigate the impact of servicescape dimensions on consumers’ prepurchase authenticity perceptions and patronage intentions to ethnic restaurants. The authors propose that three key dimensions of the servicescape—the physical setting, service providers, and other customers—provide ethnic-associated cues for consumers to assess authenticity in the preconsumption stage. Empirical results from a between-subject experimental design suggest that servicescape dimensions can induce preconsumption authenticity perceptions of ethnic restaurants and that the dimensional cues interplay to affect authenticity assessments. Furthermore, a customer’s ethnicity (referent ethnic vs. mainstream) affects how she/he interprets servicescape cues and, therefore, his/her authenticity assessment. The perceived authenticity, together with a consumer’s trait of cosmopolitanism and his/her familiarity with such ethnic restaurants, consequently affect consumers’ patronage intentions. These findings contribute to hospitality research on consumers’ authenticity assessments of ethnic restaurants. Furthermore, managerial implications for ethnic restaurants in terms of marketing strategies will be discussed.

An increasing number of consumers rely on online reviews to make purchase decisions in today’s global service industry. In this article, we investigate the impact of power on a consumer’s willingness to spread word-of-mouth (WOM) by posting an online review. Drawing on self-enhancement theory, which suggests that an individual is motivated to spread WOM in order to boost his or her self-image, and the agentic versus communal theory of power, we argue that the impact of power is moderated by the valence of the customer’s service experience, and its congruity with that of other forum users. Results from three studies in hotel and restaurant contexts indicate that powerless consumers are more likely to post positive reviews when the forum consensus is also positive. Conversely, powerful consumers are more likely to post positive reviews when the overriding consensus is negative. Further, such results hold only for positive (vs. negative) service experiences. Managerially, our findings suggest that introducing power mechanisms such as influence rankings or helpful votes into online consumer forums may shape review posting behaviors. Service marketers and social media managers need to be aware that some customer segments are not inclined to post positive online reviews. As indicated by our findings, powerful consumers, such as those with high helpful ratings or elite reviewer status, are more likely to post positive reviews when the forum consensus is negative. Conversely, powerless consumers, such as those with low helpful ratings or junior reviewer status, might be more inclined to post positive reviews when the forum consensus is also positive. Based on our findings, we also discussed the theoretical contributions, limitations, and ideas for future research.

PurposeThe purpose of this paper is to examine the impact of culture (Western versus East Asian) on customers' perceived informational fairness of several types of failure explanations – excuse, justification, reference, and apology. It also seeks to examine whether informational fairness influences post‐failure satisfaction and consequent loyalty intentions.Design/methodology/approachA two (culture: US and Taiwanese) × four (explanation type: excuse, justification, reference to other people, and penitence) between‐subjects experimental design was used to test the hypotheses. Participants were exposed to a written scenario describing a flight delay. A total of 286 undergraduate students served as the subject pool.FindingsThe findings of this study imply that customers from different cultures perceive service failure explanations somewhat differently. US customers perceive reference to other customers to be more just while Taiwanese customers perceive apology to be more just. Furthermore, such informational fairness influences satisfaction, and consequent loyalty intentions.Research limitations/implicationsOwing to the comparison of US and Taiwanese participants in this study, these results may not be applied to customers from other countries. Second, the stimuli involved service failures that are in the context of air travel. Third, though the student sample is appropriate for cross‐cultural research, it limits the generalizability of the study's findings.Practical implicationsThe study findings indicate that explanations for service failures enhance customers' fairness perceptions, thus inducing loyalty. Yet, it is important for front‐line employees to keep in mind that customers' cultural backgrounds can affect their perceptions of specific types of explanations.Originality/valueThe findings of this study add to the evidence that culture is an important factor in determining the effectiveness of a service recovery effort. Specifically, this research shows cross‐cultural differences in informational fairness perceptions across various explanation types.

Purpose -This study seeks to shed light on service providers' experiences and challenges during intercultural service encounters. Design/methodology/approach -A grounded theory approach was used to explore a broad range of management issues regarding intercultural service encounters. A conceptual model was developed through interviews with current service providers. Findings -The findings indicate that intercultural service encounters can serve as potential stressors for service providers and consequently induce negative emotions. While some service providers employ various coping techniques to address this situation, others tend to avoid international customers. Originality/value -The intercultural service encounter has received little research attention despite its prevalence in daily life. The value of this paper contributes to the understanding of intercultural service encounters, particularly the challenges and stress employees could face.

Although physical distancing is the key to reducing the risk of virus infection, the commonly used signs to spur physical distancing in services seem ineffective as many customers still refrain from practicing physical distancing. This research therefore suggests using regulatory focus (prevention vs. promotion) to improve the persuasiveness of these appeals. Study 1 creates and validates one multiple-item scale for measuring physical distancing in services, which is then adopted in two subsequent scenariobased experiments. Study 2 proves the superior effect of prevention-focused message to both promotion-focused message and conventional message in encouraging physical distancing compliance, which is explained by perceived fear as the underlying psychological mechanism. Study 3 further unveils the boundary condition of anthropomorphism in strengthening this superiority (i.e. Mr. Deadly COVID-19, scary face). Given a great deal of uncertain future caused by this epidemic, this research provides relevant implications for fostering the engagement in physical distancing in services.