From Cultural Chameleons to Pygmalion Performers: Impact of Service Employees’ Acculturation Behaviors on Customer Satisfaction and Commitment

Sharma, Piyush; Gaur, S.; Herjanto, H.

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Access Status

Open access

Authors

Sharma, Piyush

Gaur, S.

Herjanto, H.

Date

2017

Type

Conference Paper

Metadata

Show full item record

Citation

Sharma, P. and Gaur, S. and Herjanto, H. (2017). From Cultural Chameleons to Pygmalion Performers: Impact of Service Employees’ Acculturation Behaviors on Customer Satisfaction and Commitment, in Proceedings of the 15th International Research Symposium on Service Excellence in Management, Jun 12-15 2017. Porto, Portugal: QUIS.

Source Conference

15th International Research Symposium on Service Excellence in Management (QUIS15) symposium

Faculty

Faculty of Business and Law

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/75098

Collection

Curtin Research Publications

Abstract

This paper explores the impact of four types of acculturation behaviors (assimilation, integration, separation and marginalization) used by service employees on the satisfaction and commitment of their customers. A field-survey with retail banking customers in New Zealand (N=377), shows that assimilation and integration have significant positive effects on customer satisfaction and commitment. In contrast, marginalization (but not separation) have a negative effect on customer satisfaction and commitment. Moreover, the effects of the three types of acculturation behaviors on customer commitment are fully mediated by customer satisfaction. We discuss the conceptual contribution and managerial implications of these findings in this paper.