2016),"The effect of cues on service quality expectations and service selection in a restaurant setting: A retrospective and prospective commentary"If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.
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AbstractPurpose -The purpose of this paper is to address a long-standing gap in current research on intercultural service encounters, by exploring the direct and indirect roles of four personal cultural orientations (PCOs) [independence, interdependence (INT), risk aversion (RSK) and ambiguity intolerance (AMB)]. Design/methodology/approach -A 2 ϫ 2 between-subjects experimental design with customers in two countries (Australia and China) using scenarios to manipulate service outcome (failure or success) and photos of foreigners as customer or employee to prime perceived cultural distance (PCD). Findings -Customers with higher (vs lower) independence perceive greater interaction comfort, service quality and satisfaction (SAT) and are affected to a lesser extent by PCD and service outcome, but those with higher (vs lower) RSK or AMB perceive lower interaction comfort, service quality and SAT and are affected more strongly by PCD and service outcome. Research limitations/implications -The authors used an "experimental" design with "imaginary" service scenarios to collect data in "two" countries using "four" PCOs for greater control in this paper, but all of these choices may restrict the generalizability of the findings. Practical implications -Service managers need to look beyond visible cultural differences, such as ethnicity, nationality and language, and focus more on the invisible cultural differences in customs, values and norms, as reflected by the four PCOs in this paper. Originality/value -The authors extend prior research on intercultural service encounters by exploring the moderating effects of PCOs on the influence of service outcome and PCD on interaction comfort, service quality and SAT. Being a busy evening, the food arrives after almost 30 min, and all this time, the customer keeps calling the waiter to find out about the order After the food is served, the customer realizes that it is the wrong order, but the waiter argues with the customer to prove that the food is exactly as per the order Service successThe waiter manages t...