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    Exploring the Role of Functions of Attitude toward Perceived Cultural Distance in Intercultural Service Encounters (ICSE)

    Access Status
    Fulltext not available
    Authors
    Daneshfar, Zahra
    Sharma, Piyush
    Kingshott, Russel
    Date
    2020
    Type
    Conference Paper
    
    Metadata
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    Citation
    Daneshfar, Z. and Sharma, P. and Kingshott, R. 2020. Exploring the Role of Functions of Attitude toward Perceived Cultural Distance in Intercultural Service Encounters (ICSE), in Proceedings of the 2020 European Marketing Academy Conference, May 27-29 2020. Budapest, Hungary: EMAC.
    Source Conference
    2020 European Marketing Academy Conference
    Additional URLs
    http://www.emac-online.org/search/node?keys=Proceedings
    Faculty
    Faculty of Business and Law
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/78264
    Collection
    • Curtin Research Publications
    Abstract

    As immigration and international tourism is increasing exponentially, it is important to study factors affecting intercultural service encounters (ICSE). This research extends ICSE framework by developing a conceptual model using the functional theory of attitude and service-dominant logic. We propose functions serve by attitude toward perceived cultural distance (i.e. value-expressive, social-adjustive, ego-defensive, knowledge, and utilitarian) affects interaction comfort and inter-role congruence. We also raise argument about predictors of one’s willingness to co-create in ICSE as well as the role of intercultural competence. Findings from a qualitative study support the proposed linkages. These findings help managers understand how customers’ and employees’ attitudes in ICSE is shaped and how they can manage it in order to improve the service outcomes.

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