The Relationships between Culture and Behavioral Intentions toward Services

By B. Liu, Olivier Furrer, D. Sudharshan. Journal of services research, 2001

372 citations recorded by the source corpus.

Some recent studies have shown that culture influences how consumers perceive service quality. Others have shown the relationship between perceived service quality and behavioral intentions. In this article, the authors study how culture influences behavioral intentions toward services on the basis of services marketing and cross-cultural psychology literature. They tested and found that customers from cultures with lower individualism or higher uncertainty avoidance tend to have a higher intention to praise if they received superior service. On the other hand, the same groups tend not to switch, give negative word of mouth, or complain even if they received poor service quality. Customers from cultures with higher individualism or lower uncertainty avoidance tend to switch, engage in negative word of mouth, or complain if they received poor service quality. But they do not tend to praise when they received superior service. Managerial implications, contribution, and future research directions are also discussed.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/5af4c22558d01fe59566b1f5dd24869621a8d257

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Jochen Wirtz
2. Sheryl E. Kimes
3. Liping A. Cai
4. Anand Jaiswal
5. Rakesh Niraj
6. Mimi Li
7. Anna S. Mattila
8. Kuo-Chien Chang

In Organizational Behavior and Human Resource Management

1. Jochen Wirtz
2. Anand Jaiswal
3. Rakesh Niraj
4. Mimi Li
5. Liping A. Cai
6. Anna S. Mattila

In Social Psychology

1. Jochen Wirtz
2. Mimi Li
3. Liping A. Cai

Citations in the corpus

• Examining mediating role of attitudinal loyalty and nonlinear effects in satisfaction‐behavioral intentions relationship (2011, background): “However, these are generally viewed as parts of a separate set of constructs representing behavioral intentions in marketing literature (Zeithaml et al., 1996; Casado Diaz and Mas Ruiz, 2002; Liu et al., 2001).”
• The Effects of Personal Values on Travel Motivation and Behavioral Intention (2012, background): “…intention, that relationship has been dealt with by few researchers, in areas such as behavioral intention in service situations (e.g., B. Liu, Furrer, and Sudharshan 2001), behavioral intention toward complaints (e.g., R. Liu and McClure 2001), and behavioral intention in relation to…”
• Has Revenue Management become Acceptable? (2003, background): “Perhaps as a consequence, consumers in cultures with lower individualism and/or higher uncertainty avoidance (i.e., many Asian cultures) have a higher intention to praise frontline staff when they receive superior service (Liu, Furrer, and Sudharshan 2001).”