Agenda

Overview of paper
Key issues identified
Methodology
Compare and contrast of findings, validity and
usefulness
Limitations
Further research and practical implication
Q&A

Understanding the influence of cross-cultural Consumer-to-Consumer interaction

on consumer service satisfaction
Purpose
Examine how interaction between consumers with similar
cultural characteristics will affect their perceived service
satisfaction.
Key Issues
Consumers will perceive themselves more compatible with
culturally-congruent consumers
The level of cross-group contact moderates the influence of
cultural congruency on consumers compatibility perception

Evaluation of Research Methods

Research onion

Understanding the influence of cross-cultural Consumer-to-Consumer interaction

on consumer service satisfaction

Methodology
Research philosophy - Interpretivism
Research approach - Deductive
Methodological approach Mixed method
Strategy Experiment and survey
Time horizon Cross-sectional

Understanding the influence of cross-cultural Consumer-to-Consumer

interaction on consumer service satisfaction
Findings
H1a: Culturally-congruent customers perceive more compatibility
(Supported)
H1b: Level of Cross group interactions affects customers perception of
cultural compatibility (Partially Supported)
H2:- Positive correlations between perceived cultural compatibility with
customers and satisfaction with service (Supported)
H3a:- The higher the cultural difference the more anxious customers will
feel (Partially Supported)
H3b:- The level of cross group interaction affects customers feeling of
anxiety (Partially Supported)
H4:- Individual level of intergroup anxiety will negatively affect their overall
service experience and their sercive satisfaction. (Partially Supported)

Understanding the influence of cross-cultural Consumer-to-Consumer

interaction on consumer service satisfaction
Validity
Internal Validity? Yes
External Validity? Yes & No (depending on the sampling method and population size)
Usefulness
Contributes to existing knowledge on relationships between Cross cultural Customerto-Customer Interaction
Helps organisations/businesses to develop appropriate market segmentation &
targeting strategies
It can help HR departments in selection of employees
Strategic decision making
Limitations of Study
Difficult to make generalisations because sample size was limited to SA and not the
general global population of consumers
Gender imbalance in sampling of respondents

Cultures impact on consumer complaining responses to embarrassing service

failure
Purpose
To prove that collectivists (Asian consumers) are not necessarily less likely to
complain than individuals (Western consumers)
Key issues
Culture and complaining behaviour
Concept of face
Face concern across cultures
Impact of face concern on compliant intention across cultures
Service failures and the embarrassment situations

Cultures impact on consumer complaining responses to embarrassing service

failure

Methodology
Research philosophy - Interpretivism
Research approach - Deductive
Methodological approach Mixed method
Strategy Experiment and survey
Time horizon Longitudinal

Cultures impact on consumer

complaining responses to
embarrassing
service
failure

F1 When a service failure involves embarrassment, collectivist will have a

higher intention to complain than individualists Supported
F2 When a service failure does not involve embarrassment, collectivist
will have a lower intention to complain than individualist - Supported
F3 When a non-embarrassing failure happens, collectivist will have a
higher intention to switch than individualist - Supported
F4 When a non embarrassing failure happens, collectivist will have a
higher intention to spread negative word-of-mouth than individualist Supported
F5 When an embarrassing failure happens, collectivist will have a higher
switching intention than individuals - Supported
F6 When an embarrassing failure happens, collectivist will have a higher
intention to spread negative word-of-mouth than individualist - Supported

Cultures impact on consumer

complaining responses to
embarrassing service failure

Validity
Internal Validity was relatively more important than
external validity because the research was at the
research building stage

Cultures impact on consumer

complaining responses to
embarrassing service failure

What are the limitations of the research?

Only focuses on behavioural responses and embarrassing feelings
in service failure.
Lacked situations of customer-induced embarrassment.
Research focuses on embarrassing service situations rather than
cultural
Are there any issues that have not been addressed fully
that need further research?
Further Research should:
Consider different emotional responses.
Explore consumer reactions to different types of consumer
embarrassment i.e. customer induced vs. service provider
induced embarrassment.

Cultures impact on consumer

complaining responses to
embarrassing service failure

What are the practical implications of the research findings?

Research fills a void in literature by relating concept of face
concern to consumer complaining responses across cultures
Identifies service embarrassment as a moderator of the
relationship between cultural impacts and consumer complaining
responses.
Provides insights into how consumers culture leads them to react
differently in embarrassing and non-embarrassing service failures.

Cross-cultural examination of online shopping

behaviour: A comparison of Norway, Germany and
the United States (2011)
Purpose

Examine the role of culture in influencing online shopping comparing

across 3 countries; Norway, Germany and the United States.
Key issues

The measurement equivalence of TAM; online shopping 3

countries
Examine

Preceived ease of use (PEOU)

Preceived usefulness (PU)
Difference in TAM relationship
PEOU and PU
Relative influnce of cognitive and affective involvement to TAM

Understand

Cognitive involvement and PEOU

Cognitive involvement and PU

Availability of source in subject area

Literature on online consumer behaviour is relatively underdeveloped

and dominated by western perspective utilising US base sample.

Methodology
Research philosophy: Interpretivism
Research approach: Deductive
Methodological approach: Mixed method
Strategy: Empirical research
Time horizon: Longitudinal
Sample: Undergraduate business students from three separate
countries.
Data collection: E-Survey (Questionnaire); US & Norway language and Germany - German language.

English

Respondents: 137 US (54%female), 149 German (51% female) and

484 Norwegian (30% female).

Findings
F1 Strongest relationship between PEOU and BI only significant in
US.
F2 Positive relationship between PU and BI found across three
countries with little and no significant difference.
F3 Higher PEOU strengthens PU across 3 countries.
F4 Positive relationship between cognitive involvement and PEOU.
F5 Positive relationship between cognitive involvement and PU.
F6 Positive relationship between affective involvement and BI only
in US and Norway.

Validity
1. Internal- Yes.
2. External- Yes/No, depending upon group.
Limitation
I.
II.

Published & unpublished work.

Location i.e. three western countries.

III. Sample i.e. undergraduate business students.

IV. Time period and resources.
V. Generalizability of findings.
Exclusions
VI. Did not explore more western and non-wester countries.
VII.Did not include the different age sample in research.

Future Study
Build upon examination of differences across a more diverse set of
western and non western cultures.
Consider alternative conceptualization of involvement (e.g.
situational, enduring etc.) in model.

Contribution
Contributed to three distinct business discipline i.e. TAM,
involvement and cross cultural issues.

Comparison between research methods

Research philosophy
Research approach
Methodological approach
Strategy

Time horizon
Nature of research

Understanding the
influence of crosscultural Consumerto-Consumer
interaction on
consumer service
satisfaction

Cultures impact
on consumer
complaining
responses to
embarrassing
service failure

Cross-cultural
examination of
online shopping
behaviour: A
comparison of
Norway, Germany
and the United
States

Interpretivism

Interpretivism

Interpretivism

Deductive

Deductive

Deductive

Mixed method

Mixed method

Mixed method

Experiment & survey

research

Experiment & survey

research

Experiment & survey

research

Cross Sectional

Longitudinal

Longitudinal

Explanatory Research

Explanatory Research

Descriptive Research