Culture’s Impact on Customer Motivation to Engage in Professional Service Enactments
Jan H. Schumann
Technische Universität München (TUM) - TUM School of Management
Nancy V. Wünderlich
University of Paderborn
Marcus S. Zimmer
Technische Universität München (TUM)
April 1, 2012
Schmalenbach Business Review, Vol. 64, April 2012, pp. 141-165
Although professional service providers increasingly deliver their services globally, little is known about cross-cultural differences in customers’ motivation to participate in service production. To address this lacuna, we survey a total of 2,284 banking customers in 11 countries on their motivation to provide personal information to, and follow the advice of, their service providers. We find differences in both aspects, but only the differences in providing personal information can be explained by the cultural values of uncertainty avoidance, individualism/collectivism, and masculinity/femininity. To perform certain tasks in the service process, global professional service providers should acknowledge cultural differences in customers’ motivations.
Number of Pages in PDF File: 25
Keywords: Co-Production, Culture, Customer Participation, Professional Services
JEL Classification: M31Accepted Paper Series
Date posted: April 14, 2012
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