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Consumer Ethnocentrism vs. Intercultural Competence as Moderators in Intercultural Service Encounters by Piyush Sharma; Zhan Wu is a Business, Management and Accounting article available to read on EtoBox.

What is Consumer Ethnocentrism vs. Intercultural Competence as Moderators in Intercultural Service Encounters about?

## Purpose – This paper aims to explore the moderating effects of consumer ethnocentrism and intercultural competence on the impact of service outcome and perceived cultural distance, respectively, on interaction comfort and perceived service quality in intercultural service encounters. ## Design/methodology/approach – A 2 × 2 between-subjects experimental design with university students was used, using service encounter scenarios to manipulate service outcome (failure or success) and photos of service employees to manipulate perceived cultural distance (low vs high). ## Findings – As hypothesized, the impact of service outcome on interaction comfort and perceived service quality is moderated negatively by consumer ethnocentrism, whereas the impact of perceived cultural distance is moderated positively by intercultural competence. ## Research limitations/implications – An experimental design using imaginary service scenarios was used in a single service context (i.e. restaurant) with university students as participants, which may restrict the generalizability of our findings. ## Practical implications – Managers in service firms with multicultural customers should try to recruit se

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Author

Piyush Sharma; Zhan Wu

Publisher

Emerald

Published

2015

Language

EN

Field

Business, Management and Accounting (Social Sciences)