Evaluating Service Encounters: A Cross-Cultural and Cross-Industry Exploration

Do consumers in different countries and industries want the same thing from a service provider? This paper explores the relative importance to consumer satisfaction of eight service encounter dimensions in two different countries and industries. Empirical research with students in two countries examines specific hypotheses. Formality is found to be more important in statusconscious societies than in egalitarian and personalization is more important in individualistic countries than in collectivist. Authenticity is more important for professional services, while courtesy and promptness are more important for generic services. Caring and courtesy receive the overall highest ratings as most important to satisfaction with service encounters.