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

    75346.pdf (66.78Kb)
    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.

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