Cited by 192Customer Service Quality and LoyaltyCultural Differences and ValuesService and Product Innovation

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Uncertainty Avoidance as a Moderator of the Relationship between Perceived Service Quality and Customer Satisfaction

Reimann, Martin, Lünemann, Ulrich F., Chase, Richard B.·2008·Journal of Service Research

DOI 10.1177/1094670508319093

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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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References
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Literature Review
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The effect of customer satisfaction and its antecedents on customer citizenship behavior in airlines: A cross-cultural comparison [Havayolu işletmelerinde müşteri memnuniyeti ve öncüllerinin müşteri vatandaşlığı davranışı üzerine etkisi: Kültürlerarası bir karşılaştırma]Preprint
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Authors: Reimann, M., Lünemann, U. F., & Chase, R. B.
Affiliations: Stanford University (US)
California State University, Sacramento (US)
University of Southern California (US)
ORCID: Reimann, Martin
Chase, Richard B.
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
DOI: 10.1177/1094670508319093
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
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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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Uncertainty Avoidance as a Moderator of the Relationship between Perceived Service Quality and Customer Satisfaction

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