Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction

Guillaume D. Johnson and Sonya A. Grier
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Guillaume D. Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Sonya A. Grier: AU - American University Washington D.C.

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Abstract: Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the integration of consumers from different cultural backgrounds. The present research, through an experiment in South Africa, demonstrates the fundamental influence of cultural compatibility, intergroup anxiety and cross-group contact on consumers' evaluations of CCI and their service satisfaction. Results confirm Allport's (1954) contact hypothesis within the field of marketing, and highlight its key influence on consumer behavior in a culturally diverse marketplace.

Keywords: Contact hypothesis; Intergroup anxiety; South Africa; Consumer-to-Consumer Interaction; Cultural compatibility (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (17)

Published in Journal of Business Research, 2013, 66 (3), ⟨10.1016/j.jbusres.2011.08.010⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01655302

DOI: 10.1016/j.jbusres.2011.08.010

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