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A cross-cultural perspective on consumer perceptions of service failures' severity: a pilot study

机译：消费者对服务故障严重性的跨文化视角：一项试点研究

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Purpose - This paper aims to investigate the cultural variability in assessing the severity of a service failure. Design/methodology/approach - Two separate studies were conducted. The first investigates differences in the perception of service failures across two cultural pools of subjects (allocentrics versus idiocentrics) and within a same country. The second contrasts two levels of comparisons: a cross-cultural values' level and a cross-country level, to assess differences in the perception service failures' severity. Findings - Results showed that cultural values differences, when investigated at the individual level (i.e. idiocentrism versus allocentrism) are more significant to understand the influence of culture on the perception of severity, that is, allocentrics perceive more severity in the service failure than idiocentrics. However, a cross-country comparison (i.e. USA versus Puerto Rico) does not show significant differences. Research limitations/implications - Customers may assess, with different sensitivities, the severity of a service failure. These differences are mainly explained by differences in cultural values' orientations but not differences across countries. Even originating from a same country, customers could perceive with different degrees the seriousness of a same service failure as they may cling to different cultural values. Hence, it is increasingly important to examine the cultural differences at the individual-level rather than a country level. Practical implications - Firms serving international markets as well as multiethnic ones would have advantage to understand cultural differences in the perception of the severity at the individual level rather than at the societal or country level. This is more helpful to direct appropriate service recovery strategies to customers who may have higher sensitivity to the service failure. Originality/value - Little is known about the effect of culture on the severity evaluation, although investigating cross-cultural differences in the assessment of severity is relevant to understand whether offenses are perceived more seriously in one culture than another and then if these offenses will potentially arise confrontational behaviors or not.
机译：目的-本文旨在调查在评估服务故障严重性时的文化差异。设计/方法/方法-进行了两项单独的研究。第一个研究调查了同一国家中两个文化主题（异教徒中心与特异教徒中心）的服务失败观念的差异。第二个对比了两个比较水平：跨文化价值观水平和跨国水平，以评估感知服务失败严重程度的差异。结果-结果表明，在个人层面进行文化价值观差异调查时（即特质中心主义与分配主义），对于理解文化对严重性感知的影响而言更为重要，也就是说，同质中心型比特质中心型在服务失败中的严重性更高。但是，跨国比较（即美国与波多黎各）没有显着差异。研究的局限性/含义-客户可以不同的敏感性评估服务故障的严重性。这些差异主要是由于文化价值观取向的差异而引起的，而不是各国之间的差异。即使来自同一国家/地区，客户也可能会因不同的文化价值观而不同程度地意识到同一服务失败的严重性。因此，在个人层面而非国家层面审查文化差异变得越来越重要。实际意义-服务于国际市场以及多种族市场的公司将有利于在个人层面而不是社会或国家层面上理解严重性，以了解文化差异。这对于将适当的服务恢复策略指导给可能对服务故障具有更高敏感性的客户而言更为有用。原创性/价值-对文化对严重性评估的影响知之甚少，尽管调查严重性评估中的跨文化差异对于了解一种文化中的犯罪是否比另一种文化中的犯罪更严重，以及这些犯罪是否可能是否发生对抗行为。

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