Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

54 Scopus Citations
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Author(s)

  • Jan H. Schumann
  • Florian V Wangenheim
  • Anne Stringfellow
  • Vera Blazevic
  • Sandra Praxmarer
  • G. Shainesh
  • Marcin Komor
  • Randall M. Shannon
  • Fernando R. Jiménez

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)62-80
Journal / PublicationJournal of International Marketing
Volume18
Issue number3
Publication statusPublished - 2010

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.

Research Area(s)

  • Consumer behavior, Culture, Service, Service quality, Word of mouth

Citation Format(s)

Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange. / Schumann, Jan H.; Wangenheim, Florian V; Stringfellow, Anne; Yang, Zhilin; Blazevic, Vera; Praxmarer, Sandra; Shainesh, G.; Komor, Marcin; Shannon, Randall M.; Jiménez, Fernando R.

In: Journal of International Marketing, Vol. 18, No. 3, 2010, p. 62-80.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review