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Uncertainty Avoidance as a Moderator of the Relationship between Perceived Service Quality and Customer Satisfaction
Abstract
The extent to which members of different cultures vary in their reactions to uncertainty can have a major impact on how perceived service quality affects customer satisfaction. This article addresses the issue of cultural differences in the context of business-to-business relationships. A study involving 303 Spanish, German, and Swedish business-to-business customers reveals that clients from cultures with a high degree of uncertainty avoidance were less satisfied than low-uncertainty avoidant clients when, as a result of a service defect, their service expectations were not met. In light of the tolerance zone concept, the finding suggests a narrower range of acceptable outcomes for high-uncertainty avoidance cultures. Important management implications of this study relate to service quality efforts, which should be explicitly designed to reflect intercultural differences in operations planning and training of service personnel.
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“Empirical studies have identified the relationships between uncertainty avoidance and satisfaction [100].”
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Metadata
- Authors
- Reimann, M., Lünemann, U. F., & Chase, R. B.
- Affiliations
- Stanford University (US)
- California State University, Sacramento (US)
- University of Southern California (US)
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2008-06-16
- Volume
- 11
- Issue
- 1
- Pages
- 63-73
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W2106722268
- Cited by
- 191
- References
- 51
- Citations by year
- 2026: 5 · 2025: 4 · 2024: 13 · 2023: 10 · 2022: 14 · 2021: 13 · 2020: 8 · 2019: 13 · 2018: 15 · 2017: 12 · 2016: 13 · 2015: 15 · 2014: 8 · 2013: 12 · 2012: 12
- FWCI
- 15.64
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Service Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Keywords
- uncertainty avoidance, perceived service quality, customer satisfaction, business-to-business customers, cultural differences, tolerance zone, service defects, service expectations, cross-cultural management, service quality management
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