Because of suggested beneficial effects of word-of-mouth (WOM) referral, service companies have invested large amounts of money in customer referral programs as well as programs aimed at fostering positive communication among their existing customers. The question of cross-cultural differences in the effectiveness of WOM has recently gained increased prominence. The authors contribute to research on this topic by proposing a positive effect of received WOM on service quality perceptions among existing customers. Moreover, they predict that cultural values moderate this effect. They test the model on 1910 bank customers in 11 countries. The results show that received WOM has a positive effect on customer service quality perceptions. Furthermore, received WOM has a stronger effect on the evaluation of customers in high-uncertainty-avoidance than in low-uncertainty-avoidance cultures. No other cultural value is a significant moderator. The results imply that received WOM is also important to existing customers and that managers should adjust their strategy of referral marketing to match their target group's uncertainty-avoidance level.

Customer trust is of vital importance for relationship marketing in services. Service providers increasingly market their services globally, yet few researchers have addressed differences in customer trust across cultures. Our research fills this void by proposing a model, based on existing trust literature, that suggests the overall feeling of trust in the service provider depends on customers' beliefs about service providers' ability, benevolence, predictability, and integrity. The model, tested in a banking context with data from 2,284 customers in 11 countries, explains trust well across culturally diverse countries. The results of a hierarchical linear model, however, show that customers differ in the way they build trust in their service provider across cultures. Moderating effects of the cultural values of the target group largely explain this variation. Only the effect of ability on trust is robust across countries. Global service firms should consider all four trust drivers when striving to build trust. The emphasis they put on each of these trust drivers, however, should differ across countries. When applying these principles to the design of marketing activities or market segmentation, marketing managers should collect data on the cultural values of their specific target groups in particular countries or cultural milieus.

Personal values are important determinants of consumer behavior. While previous research has identified values (i.e., openness to change and self-enhancement) which guide consumers’ mall shopping behavior, they have been set in a Western cultural context. By adopting a value–attitude–behavior (VAB) model, this study examines what and how personal values influence consumers’ mall shopping behavior in two non-Western countries, namely China and Thailand. The results confirm the existence of the causal flow of VAB. Chinese are guided by self-transcendence and self-enhancement values, whereas Thais are guided by openness to change values. Shopping intention is found to mediate the attitude–behavior link in the Chinese sample and improves the predictive power of values towards behavior. Although a relatively weaker mediating effect is found in the Thai sample, shopping intention does not lead to stronger predictive power of values.

Trends in world population growth have created an agri-food demand that is unsustainable under the present resource-intensive agricultural systems and expected growth in income levels in many developing countries. As such, research and policy making related to sustainable development have focused on consumption. One major approach to sustainable consumption lies in shaping food demand that would require changes in people’s present food consumption habits that are excessive and unhealthy, leading to overweight and obesity. In order to change food consumption habits, one must understand the factors that lead to their onset and change. This article offers the life course paradigm, which is increasingly used by social and behavioral scientists to study the development and change of various forms of behavior, as a research framework for studying the onset and change in food consumption habits. It shows how the life course approach could help guide future research not only on sustainable consumption, but also on environmental and social sustainability.

This study examines the role of religion and religiosity in the relationship between materialism and life satisfaction. The findings suggests that religion may be a key factor in understanding differences in findings of previous studies regarding the inverse relationship found in the vast majority of previous studies. Based on a large-scale study in Malaysia-a country comprised of several religious subcultures (mainly Muslims, Buddhists, and Hindus), the findings suggest that the influence of religiosity on materialism and life satisfaction is stronger among Malays than among Chinese and Indians, and life satisfaction partially mediates the relationship between religiosity and materialism. The paper discusses implications for theory development and further research.