Stereotyping – Predispositions, activations and applications in cross-cultural service interactions

Abstract

The aim of the article was to explore for stereotyping patterns in crosscultural service interactions. This research was set within the context of luxury hotel in Malaysia, where most of the service providers are non-Western. In-depth interviews and written diaries were used to develop deep narratives for the patterns of stereotyping adopted by the service providers. Predispositions, activations and applications of stereotypes were examined considering implicit theory and power distance. Associations between the service providers' culture and position and their tendency to activate and apply stereotypes were found. The findings highlight the increasing complexity in cross-cultural service interactions within the South East Asian region. This study provides management with insights into service interactions in the contemporary context of Asia, where socio/economic and cultural boundaries are blurring. Practical and theoretical recommendations are made for both management and further academic research on this issue, which has potential to influence guest satisfaction and ultimately business viability.

Managing communication and cultural barriers in intercultural service encounters

“…(#R2)This result supports findings, suggesting that traditional training programs may fail to overcome negative stereotypical beliefs (Barker and Härtel, 2004) and often produce negative reactions. As Cheok et al (2016) suggest, specific education can raise the awareness of implications of negative stereotyping that could be replaced by positive stereotypes.…”

“…Research findings in intercultural hospitality research emphasize the importance of training programs for front-line staff (Cheok et al, 2016; Sizoo et al, 2005). Training can reinforce intercultural experience, and if employees are aware of the verbal and non-verbal codes used in different cultural areas, they are able to vary their verbal and non-verbal communication, in order to adapt to the type and scope of the encounter.…”

Los verbos modales en las introducciones y en las conclusiones de los artículos científicos de turismo

“…En su estudio sobre los modales suecos, Beijering (2017: 53) (58) Additional participants could have been sought, but our analysis suggested that findings were converging and that little variation would be achieved with additional data (Conclusión; Cheok et al 2016).…”