The Effects of Negative Cross-Cultural C2C Interaction on the Customer Attitude: By Perceived Cultural Distance and Intercultural Competence

2016 ◽  
Vol 29 (6) ◽  
pp. 1023-1049
Author(s):  
Eunjeong Lee ◽  
◽  
Manyoung Jang ◽  
Taekyung Lee ◽  
Gidu Kang ◽  
...  
2014 ◽  
Vol 28 (2) ◽  
pp. 159-170 ◽  
Author(s):  
Jackie Tam ◽  
Piyush Sharma ◽  
Namwoon Kim

Purpose – This study aims to develop a model based on attribution theory and intercultural literature to explain the underlying customer satisfaction process in intercultural service encounters. Design/methodology/approach – In-depth interviews were used to develop an understanding of customer experience and evaluations in intercultural service encounters. A quasi-experiment with 236 customers was used to empirically examine the relationships between perceived culture distance, cultural attribution, intercultural competence and customer satisfaction. Findings – Perceived culture distance is positively related to customer satisfaction, with cultural attribution mediating the relationship between perceived cultural distance and customer satisfaction, and partially mediating the moderating effect of intercultural competence on the relationship between perceived culture distance and customer satisfaction. Research limitations/implications – This study focuses on cultural attribution in intercultural service encounters. It is acknowledged that there are other attribution dimensions such as stability and controllability which may interact with perceived culture distance and influence subsequent customer satisfaction evaluation. Future research should consider these various dimensions and examine their mediating role in customer satisfaction. Practical implications – It is recommended that service firms educate their customers of diverse cultures about local norms and practices, and proactively manage their expectations throughout the service experience. Originality/value – Despite the growing importance of intercultural service encounters, the findings of the relationship between perceived cultural distance and customer satisfaction are mixed. This study contributes to the literature by advancing our theoretical knowledge and empirical evidence of the role of cultural attribution and intercultural competence in intercultural service encounters.


2015 ◽  
Vol 29 (2) ◽  
pp. 93-102 ◽  
Author(s):  
Piyush Sharma ◽  
Zhan Wu

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 service employees with high intercultural competence and low consumer ethnocentrism. They should also develop employee training programs that help minimize the adverse impact of these variables on interaction comfort and service quality in intercultural service encounters. Originality/value – This paper extends prior research by exploring the moderating effects of consumer ethnocentrism and intercultural competence on the direct and indirect effects of service outcome and perceived cultural distance on interaction comfort, service quality and satisfaction.


2012 ◽  
Vol 12 (2) ◽  
pp. 229-245 ◽  
Author(s):  
Maribel Blasco ◽  
Liv Egholm Feldt ◽  
Michael Jakobsen

The article offers a critique of the concept of cultural intelligence (CQ) from a semiotic perspective. It addresses three assumptions that underpin the CQ concept: that CQ exists, that conflict and misunderstandings are antithetical to CQ and that metacognition involves a cultural dimension. The analysis focuses in particular on the dimension of cultural metacognition which has recently been claimed to be the CQ concept’s main contribution compared to earlier concepts such as cross-cultural or intercultural competence, a claim which is found to be overstated. The article uses the example of CQ training to illustrate the need for greater attention to context and motivation when CQ is deployed for business purposes, as well as to the role of experience in cultural learning processes. At a broader level, the article urges caution in assuming that all human attributes can be trained for business purposes, especially through short-term interventions.


2010 ◽  
Vol 53 (5) ◽  
pp. 1110-1130 ◽  
Author(s):  
Gilad Chen ◽  
Bradley L. Kirkman ◽  
Kwanghyun Kim ◽  
Crystal I. C. Farh ◽  
Subrahmaniam Tangirala

2014 ◽  
Vol 610 ◽  
pp. 667-672 ◽  
Author(s):  
Xiang Min Li ◽  
Yuan Ge Wang

With the fast development of computer and internet technology, how to apply computer and internet technology into intercultural teaching to improve learners' intercultural competence aroused great interest in foreign language researchers and teachers. This essay tries to analyze the effects of CMIC on the intercultural competence of learners through the CMIC teaching practice between two universities from China and US. Based on the analysis of the questionnaire, students' reflective logs, and interviews, this essay concludes that the application of CMIC in intercultural teaching has positive effects on the improvement of learners' intercultural competence and that CMIC should be more widely applied into intercultural teaching.


2014 ◽  
Vol 21 (4) ◽  
pp. 400-421 ◽  
Author(s):  
Goudarz Azar

Purpose – The purpose of this paper is to examine the extent to which managers’ perceptions of cultural distance – one of the most important explanatory factors in the field of international business – are congruent with objective reality. Design/methodology/approach – By subjecting a sample of 242 export ventures to correlation and confirmatory factor analyses, managers’ perceptions of the cultural distance (i.e. perceived cultural distance) between 29 international markets and Sweden (the home market) were compared, with “objective” cultural distance gauged using Hofstede's (1980) scores for dimensions of national culture. Findings – A statistically significant correlation was found between managers’ perceptions of cultural distance and “objective” cultural distance. Originality/value – Despite the importance of perceptual data in many theoretical and practical domains, few studies analyze the validity of such data. The present findings validate the congruence of perceptual data regarding cultural distance with “objective” cultural distance.


2021 ◽  
Vol 1 (15) ◽  
pp. 9-21
Author(s):  
Tetiana Hantsiuk ◽  
Khrystyna Vintoniv ◽  
Nataliia Opar ◽  
Bohdan Hryvnak

Cultural competence, as the ability to interact effectively with the culturally diverse others, is a key component to your success in the globalized world. Developing cultural competence gives us an insight how to benefit from the diversity within intercultural interactions. Everyone may misinterpret the cultural differences due to the low level of cultural competence. That can influence further cooperation with different cultures. Therefore, it is very important to foster students’ intercultural skills, in particular by using different learning techniques and implementing new ideas into the traditional teaching methods. One of them is design thinking as a practice that encourages collaboration and can help students to manage intercultural challenges. Hence, the research problem for this study is to reveal the correlation between the development of students’ intercultural competence and design thinking method application. The purpose of the study is to summarize and synthesize the research on cross-cultural interactions and design thinking to build a framework that shows how the implementation of the design thinking method into the learning process facilitates the development of students’ intercultural competence. The tasks of the research are:a) to review the main contributions to the field of design thinking by analysing multidisciplinary studies on how design thinking fosters development of variety competences including intercultural competence;b) to design the framework to reveal the correlation between the components of intercultural competence and the stages of design thinking process;c) to observe the changes in the students’ intercultural competence level by analysing learners’ responses to the case of intercultural misunderstanding at the beginning of studying the cross-cultural communication classes and after finishing the course.d) The study uses mixed approaches such as quantitative and qualitative methods, scientific literature studies, intercultural competence assessment, grouping, comparative analysis, synthesis, inductive and deductive methods.The key results are presented in the framework that demonstrates the ways how design thinking method supports the development of intercultural competence. This framework can be used by educators to teach intercultural competence and everyone involved in cross-cultural interactions, and who would like to benefit from the diversity.


2021 ◽  
Vol 4 ◽  
pp. 1-13
Author(s):  
Alonso Varo Varo

This practical case presents the use of an External Provider (EP) as an alternative approach to the traditional telecollaboration setting where a partnership with a foreign higher education institution is established. Usually, these partnerships involve language exchanges between learning partners who mutually practice each other’s native language. Instead, an eight-week cross-cultural Virtual Exchange (VE) in Spanish between US college students studying Spanish and trained Colombian university students was organized through an external language platform to foster the US students’ Intercultural Competence (IC). It is concluded that the use of an EP brings an undeniable level of flexibility to the organization of the VE, and makes manageable the integration of this type of program in higher education language classes. Additionally, this article assesses the value of this approach by looking at the effect of VE on the US students’ self- assessment of IC after the videoconference exchanges. Data from quantitative surveys and student blogs show a significant increase in the students’ IC after the program.


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