Intercultural service encounters (ICSEs): Challenges and opportunities for international services marketers
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Intercultural service encounters (ICSEs) involve interactions between customers and employees from diverse cultures and these are growing in importance due to the increase in the number of immigrants, migrant workers, students, tourists and businesspeople traveling to other countries, with the rapid rise in globalization in recent years. Prior research on ICSEs has used diverse theoretical perspectives to study this phenomenon, exploring the effects of perceived cultural distance, interaction comfort, inter-role congruence, service outcomes and roles on customer evaluations such as perceive service quality and customer satisfaction. A few studies also explore the role of consumer ethnocentrism and intercultural competence as moderators. However, due to the nascent nature of this field of research, there are still many unanswered questions and research gaps. This book chapter reviews the extant literature on intercultural service encounters to identify a few important research gaps and proposes many useful directions for future research to address those gaps in a meaningful manner.
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Tam, J.L.; Sharma, Piyush; Kim, N. (2014)Purpose – This study aims to develop a model based on attribution theory and intercultural literature to explain the underlying customer satisfaction process in intercultural service encounters. Design/methodology/approach ...
Consumer ethnocentrism vs. intercultural competence as moderators in intercultural service encountersSharma, Piyush; Wu, Z. (2015)Purpose – This paper aims to explore the moderating effects of consumer ethnocentrism and intercultural competence on the impact of service outcome and perceived cultural distance, respectively, on interaction comfort and ...
Sharma, Piyush; Tam, J.L.; Kim, N. (2012)Purpose – This paper aims to extend the intercultural service encounters (ICSE) framework using role theory and information asymmetry perspective, to hypothesize differences in the strength of many relationships based on ...