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Title: Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange
Authors: Jan H. Schumann
Florian V. Wangenheim
Anne Stringfellow
Zhilin Yang
Vera Blazevic
Sandra Praxmarer
G. Shainesh
Marcin Komor
Randall M. Shannon
Fernando R. Jiménez
Technical University of Munich
Department of Global Marketing
Thunderbird School of Global Management
City University of Hong Kong
Marketing Program
Rheinisch-Westfalische Technische Hochschule Aachen
Maastricht University
Universitat Bamberg
Indian Institute of Management Bangalore
University of Economics in Katowice
Mahidol University
University of Texas at El Paso
Keywords: Business, Management and Accounting
Issue Date: 20-Sep-2010
Citation: Journal of International Marketing. Vol.18, No.3 (2010), 62-80
Abstract: Because of suggested beneficial effects of word-of-mouth (WOM) referral, service companies have invested large amounts of money in customer referral programs as well as programs aimed at fostering positive communication among their existing customers. The question of cross-cultural differences in the effectiveness of WOM has recently gained increased prominence. The authors contribute to research on this topic by proposing a positive effect of received WOM on service quality perceptions among existing customers. Moreover, they predict that cultural values moderate this effect. They test the model on 1910 bank customers in 11 countries. The results show that received WOM has a positive effect on customer service quality perceptions. Furthermore, received WOM has a stronger effect on the evaluation of customers in high-uncertainty- avoidance than in low-uncertainty-avoidance cultures. No other cultural value is a significant moderator. The results imply that received WOM is also important to existing customers and that managers should adjust their strategy of referral marketing to match their target group's uncertainty-avoidance level. © 2010, American Marketing Association.
ISSN: 1069031X
Appears in Collections:Scopus 2006-2010

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