Cross-Cultural Variations in Customer Reactions to Service Process and Outcome Failures

摘要

Understanding how consumers evaluate service quality and how they respond to service failures is important for customer retention. This paper aims to investigate the interactive effect of process and outcome quality and explore its cross-cultural variations. Based upon the data from an experiment conducted simultaneously in China and USA, we investigated the interactive effect between service process failure and service outcome failure on post-consumption behavior, then empirically tested the moderating effects of service relationship on the relationships between the two types of service quality and repatronage intentions, and finally examined the possible cross-cultural variations in the interactive effects.