Publication: Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange
Issued Date
2010-09-20
Resource Type
ISSN
1069031X
Other identifier(s)
2-s2.0-77956587208
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Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of International Marketing. Vol.18, No.3 (2010), 62-80
Suggested Citation
Jan H. Schumann, Florian V. Wangenheim, Anne Stringfellow, Zhilin Yang, Vera Blazevic, Sandra Praxmarer, G. Shainesh, Marcin Komor, Randall M. Shannon, Fernando R. Jiménez Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange. Journal of International Marketing. Vol.18, No.3 (2010), 62-80. doi:10.1509/jimk.18.3.62 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/28863
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Title
Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange
Other Contributor(s)
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
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
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.