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

机译:文化价值取向对不满意服务经历的行为反应的调节作用

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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.
机译:市场的日益全球化以及服务现在越过国界的难易程度,成为理解服务提供和消费的文化背景的令人信服的理由。针对这一特殊问题,本研究通过研究文化差异对不满意服务经历的行为反应的调节作用,在学术研究的基础上并扩展了新兴的研究范围。使用一项横断面调查设计,本研究的发现表明,文化是沿着个人主义/集体主义,男性气质/女性气质,力量距离,不确定性避免和长期/短期取向的霍夫斯泰德维度通过个人的文化价值取向来衡量的,会对语音,退出,负面口碑和第三方响应产生间接影响。这些发现对国际服务管理的理论和实践具有重要意义。

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