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Published in:
2015 | OriginalPaper | Chapter
Service Failures Away from Home: Benefits in Intercultural Service Encounters
Authors : Clyde A. Warden, Tsung-Chi Liu, Chi-Hsun Lee, Chi-Tsun Huang
Published in: Creating and Delivering Value in Marketing
Publisher: Springer International Publishing
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Consumer travel and multinational service corporations have increased the opportunity for service failures where consumers from one culture experience service problems in another cultural setting. This study tested the Stauss and Mang model (1999), which proposed the possibility that intercultural service failures exhibit lower seriousness ratings due to the customer’s attributing errors to cultural distance. Such a possible outcome has important implications for service providers whose customers are from different cultures, such as tourist or visiting businesspeople.