An examination of the impact of cultural orientation and familiarity in service encounter evaluations

Paul G. Patterson, Anna S. Mattila

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

Purpose - Customers' judgment of service quality is by and large based on their evaluation of personal experiences during the service encounter. The purpose of this study is to investigate from a customer perspective, the impact of familiarity (of the individual service provider) and cultural orientation on evaluations of both successful and failed service encounters. Design/methodology/approach - The authors employ an experimental design with data collected from student samples in the USA (Western, individualist culture) and Thailand (Eastern, collectivist culture). Findings - Results show an individual customer's cultural orientation, as well as familiarity (with a focal service provider), have an impact on perceptions and post-purchase evaluations of both successful and unsuccessful service encounters. Originality/value - This research contributes to the services marketing and consumer behavior literature by shedding light onto the role of familiarity and cultural value orientation in influencing consumer responses to service encounters. It is one of only a handful of cross-cultural studies in this research domain.

Original languageEnglish (US)
Pages (from-to)662-681
Number of pages20
JournalInternational Journal of Service Industry Management
Volume19
Issue number5
DOIs
StatePublished - Oct 31 2008

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Consumer behavior
Design of experiments
Marketing
Quality of service
Students
Service encounter
Evaluation
Cultural orientation
Familiarity
Service provider
Value orientations
Experimental design
Cross-cultural studies
Design methodology
Services marketing
Cultural values
Consumer behaviour
Thailand
Purchase
Consumer response

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Management of Technology and Innovation

Cite this

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An examination of the impact of cultural orientation and familiarity in service encounter evaluations. / Patterson, Paul G.; Mattila, Anna S.

In: International Journal of Service Industry Management, Vol. 19, No. 5, 31.10.2008, p. 662-681.

Research output: Contribution to journalArticle

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