Cultural Effects On Customer Satisfaction With Service Encounters

The conceptual model presented in this paper illustrates the relationship that we propose exist between several aspects of culture and customer satisfaction with a service encounter. Specifically, the model proposes that (1) the effectiveness of the service script used during a service encounter is directly related to customer satisfaction with the encounter, (2) cultural differences between the customer and the service employee have an impact on the effectiveness of the service script, and (3) the extent to which the customer identifies with his/her culture moderate the effects that cultural differences have on service script effectiveness. Implications for future research are provided, as are recommendations for managing the relationship