Private and public voice: exploring cultural influence

Abstract

PurposeThis research adopts Hofstede's typology of culture as a framework to test for cultural differences regarding consumer verbal behaviors in the context of a service provider switching incident.Design/methodology/approachThe study includes respondents from five countries selected to provide global diversity by including cultures from Asia, Europe, South America, and North America. Cooperation from a variety of businesses was utilized in each country investigated to survey employees.FindingsFindings indicate there are significant relationships between cultural orientation and: the propensity of engaging in discussion of service switching incidents; communication valence; the social network that private word‐of‐mouth is shared with; the likelihood of public complaint behavior.Research limitations/implicationsThe sample, while five‐country in design, is somewhat limited by its representation at the extremes (i.e. most developed and least developed) and from urban populations only. Within‐country differences are also not considered. A broad range of service sectors strengthens the results, but does not allow for sector‐specific conclusions. The results of this study can assist global service providers to better understand the role that culture plays in customer verbal behaviors as well as providing direction to formulate strategies and tactics to better manage the complaint process.Originality/valueAs service organizations become more globally diverse, understanding the subtle influences of cultural differences becomes increasingly important for building effective customer relationships. No study to date has examined consumer post‐switching verbal behaviors across a broad range of cultural settings.

Customer e-complaining behaviours using social media

“…Research shows that complaining to the service provider (public) or to friends and others (private) increases when perceived unfairness is greater (Balaji & Sarkar, 2013;Casado-Diaz & Nicolau-Gonzalbez, 2009). Swanson, Frankel, Sagan, and Johansen (2011) showed that during high unfairness encounters, customers perceive greater inequity and are more likely to seek redress by complaining to the service provider. Public complaining provides an opportunity for the service provider to rectify the error and potentially create a more satisfied customer.…”

Will they pitch or will they switch? Comparing Chinese and American consumers

“…In this way, Chinese consumers would also have a tendency to stay with their current providers. Prior research also suggests that they are more likely to complain directly to a service provider, instead of generate and spread negative WOM (Swanson, Frankel, Sagan, & Johansen, ). Furthermore, high power distance and low uncertainty avoidance also make Chinese consumers less likely to spread WOM and switch providers.…”

“…In this way, Chinese consumers would also have a tendency to stay with their current providers. Prior research also suggests that they are more likely to complain directly to a service provider, instead of generate and spread negative WOM (Swanson, Frankel, Sagan, & Johansen, 2011).…”

Green Human Resource Management, Environmental and Financial Performance in Tourism Firms in Vietnam: Conceptual Model

“…Moreover, situational factors consist of the prior experience of complaints (Jin, 2010), time lost (Dolinsky, 1994), switching convenience (Kasabov & Warlow, 2010), complaint addressee (Moliner Velázquez et al, 2010), competitor density (Tsarenko & Rooslani Tojib, 2011), inconvenience and the likelihood of successful redress (Drew, Mani, Datta, Howard, & Griffin, 2003;Jin, 2010). Finally, macro element such as culture can also affect consumer complaint behaviour (Baker, Meyer, & Chebat, 2013;Ngai, Heung, Wong, & Chan, 2007;Patterson, Cowley, & Prasongsukarn, 2006;Swanson, Frankel, Sagan, & Johansen, 2011).…”