Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction
Johnson, Guillaume D.; Grier, Sonya A. (2013), Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction, Journal of Business Research, 66, 3, p. 306–313. 10.1016/j.jbusres.2011.08.010
Type
Article accepté pour publication ou publiéDate
2013Journal name
Journal of Business ResearchVolume
66Number
3Publisher
College of Business Administration
Pages
306–313
Publication identifier
Metadata
Show full item recordAbstract (EN)
Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the integration of consumers from different cultural backgrounds. The present research, through an experiment in South Africa, demonstrates the fundamental influence of cultural compatibility, intergroup anxiety and cross-group contact on consumers' evaluations of CCI and their service satisfaction. Results confirm Allport's (1954) contact hypothesis within the field of marketing, and highlight its key influence on consumer behavior in a culturally diverse marketplace.Subjects / Keywords
Contact hypothesis; Intergroup anxiety; South Africa; Consumer-to-Consumer Interaction; Cultural compatibilityRelated items
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