 Culture's impact on consumer complaining responses to embarrassing service failureLisa C. Wan Journal of Business Research, 2013, vol. 66, issue 3, 298-305 Abstract: Prior cultural research generally agrees that Asian consumers (collectivists), who emphasize social harmony, are less likely to complain but more likely to switch and to spread negative word-of-mouth than Western consumers (individualists) in service failures. Drawing from the face concern and embarrassment literature, this paper argues that collectivists are not necessarily less likely to complain than individualists. In fact, the impact of culture on consumer complaining responses will be contingent on the degree of embarrassment involved in the service failure. Results from a cross-cultural experiment indicate that only in a non-embarrassing failure will collectivists less likely complain than individualists. In an embarrassing failure, however, collectivists will more likely complain, as well as switch and spread negative word-of-mouth. These results not only yield interesting insights into cross-cultural consumer behaviors, but also provide rich managerial implications. Keywords: Service failures; Culture; Face concern; Service embarrassment (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:3:p:298-305 DOI: 10.1016/j.jbusres.2011.08.009 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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