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dc.contributor.authorDaneshfar, Zahra
dc.contributor.authorSharma, Piyush
dc.contributor.authorKingshott, russ
dc.identifier.citationDaneshfar, 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.

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.

dc.titleExploring the Role of Functions of Attitude toward Perceived Cultural Distance in Intercultural Service Encounters (ICSE)
dc.typeConference Paper
dcterms.source.conference2020 European Marketing Academy Conference
dcterms.source.conference-start-date27 May 2020
dcterms.source.conferencelocationBudapest, Hungary
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidSharma, Piyush [0000-0002-6953-3652]
curtin.contributor.researcheridSharma, Piyush [D-3562-2012]
dcterms.source.conference-end-date29 May 2020
curtin.contributor.scopusauthoridSharma, Piyush [26434453900]

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