Is collectivism a liability? The impact of culture on organizational trust and customer orientation: a seven-nation study

Huff, Lenard C.; Kelley, Lane

doi:10.1016/s0148-2963(02)00478-2

Cited by 92 publications

(65 citation statements)

References 16 publications

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“…In addition, an implication derived from the academic literature is that there is a strong positive relationship between trust and collectivism, and a negative relationship between trust and individualism (e.g., Huff & Kelley, 2005). Therefore, gratitude toward a sponsor may be enhanced among citizens in collectivist countries (i.e., India) compared to citizens in individualist countries (i.e., the U.S., the U.K.).…”

Section: Gratitudementioning

confidence: 99%

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Zaharia¹,

Brandon-Lai²,

James³

2017

IJMS

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The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede's cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases.

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Section: Gratitudementioning

confidence: 99%

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Zaharia¹,

Brandon-Lai²,

James³

2017

IJMS

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“…Gratitude may not be a predictor of purchase intentions for fans residing in India despite previous research recognizing that elevated levels of trust (which are linked to gratitude and characteristic of collectivist country inhabitants) can lead to future purchase behaviors (e.g., Huff & Kelley, 2005). However, considering that invariance was accepted for this study's global sport sponsorship model, additional scholarly investigations should examine the reasons for this inconsistency in the relationship between gratitude and purchase intentions.…”

Section: Discussionmentioning

confidence: 79%

“…3; level of acceptance of the hierarchical distribution of power) and calculative-, predictive-and capability-based trust building processes (i.e., India). In addition, the academic literature implies a strong positive relationship between trust and collectivism, and a negative relationship between trust and individualism (e.g., Huff & Kelley, 2005). Therefore, gratitude can have a better relationship with collectivist countries than with individualist countries.…”

Section: Gratitudementioning

confidence: 99%

“…Therefore, gratitude can have a better relationship with collectivist countries than with individualist countries. It would seem that collectivists, who appear to place more importance on relationships and nurture them with more care than individualists, would have higher levels of trust than individualists (Huff & Kelley, 2005), and hence, higher levels of gratitude. Furthermore, in collectivist societies, people expect their in-group (which include sponsors) to look after them (Gwinner & Swanson, 2003).…”

Section: Gratitudementioning

confidence: 99%

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Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Zaharia¹,

Mayer

Hungenberg

et al. 2016

IJMS

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This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede's cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club's fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household's decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions.

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“…The studies by Lung Tan Lu on the effects on customer orientation in 13 hotels in Taipei (Lu, 2006), Lenard on the bank managers of five Asian and two American countries (Huff & Kelley, 2005), Yilmaz on factories in Turkey (Yilmaz et al, 2005;Stan et al, 2003;Brown et al, 2002) all show a significant relationship between the collectivism morale and the customer orientation and the dimensions related to customer orientation. The results of the present study show a significant relationship between nurses' demographic variables and collectivism which are in contradiction to the results of the studies by Khanjani and Pak Daman (2011) and Mortazavi and Barzideh (2008).…”

Section: Discussionmentioning

confidence: 99%

Collectivism and Customer Orientation among Nurses: A Case Study in Iran

Asl¹,

chavoshi²,

hosseinabad³

2015

ASS

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The mission of organizations is to provide good service for the customers. Weakness in building collectivism morale leads to forgetting group needs and subsequently organizational objectives and customer needs and reduces the patients' referral. On the same ground, the present study was carried out to investigate the relationship between collectivism and customer orientation in nurses' staff which is the most effective hospital staff.The present analytical study was conducted in 2013 on a group of 200 nurses in a specialty hospital in Tehran. The instruments for gathering data include nurses' demographic information (gender, age, marital status and work experience), collectivism questionnaire (10 questions in three dimensions of beliefs, values and norms), and the checking list of nursing staff's extent of customer orientation (27 questions in 8 aspects). Data analysis was done by SPSS.19 and Spearman's correlation tests, Chi Square, and single-sample T-test.The results showed that nursing staff had high collectivism morale. Among aspects of customer orientation, the highest and the lowest mean and standard deviation were respectively related to employees' honesty (2/87±0) and employees' appearance (1/71±0/66). There was a significant relationship between the two elements of customer orientation and collectivism (002/0=P). In addition, apart from the two dimensions of service assurance and employees' appearance, significant relationships were observed between other aspects of customer orientation and collectivism.Regarding the relationship between collectivism and customer orientation in nursing staff, it can be said that customer orientation in an organization can be promoted by reinforcing collectivism morale in employees. Offering educational programs for promoting collectivism morale and subsequently promoting customer orientation can lead to providing good customer service.

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Is collectivism a liability? The impact of culture on organizational trust and customer orientation: a seven-nation study

Cited by 92 publications

References 16 publications

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Collectivism and Customer Orientation among Nurses: A Case Study in Iran

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