{"title":"Too real? The conflicting roles of adaptation and authenticity in intercultural service encounters","authors":"A. Tariq, M. Lorenz, W. Thompson","doi":"10.1108/jsm-07-2022-0254","DOIUrl":null,"url":null,"abstract":"\nPurpose\nIntercultural service encounters (ICSEs) often require adaptation to the customer’s culture, thereby risking a reduction in the cultural authenticity of the experience. This study aims to research the optimum level of adaptation of an ICSE needed to achieve desired authenticity perceptions for positive consumer outcomes. The study also identifies the influence of generational cohorts and cultural competencies on developing such positive consumer outcomes.\n\n\nDesign/methodology/approach\nThe study uses two scenario-based experiments depicting low, moderate and high levels of adaptation to an ICSE.\n\n\nFindings\nConsumers prefer a cultural experience with a moderate level of adaptation to achieve the highest level of satisfaction and loyalty intentions. Perceived authenticity mediates the effect of adaptation on outcomes, with the generational stage (Study 1) and cultural competencies (Study 2) further influencing the relationship.\n\n\nOriginality/value\nICSEs and consumers’ desire for such cultural experiences are increasingly becoming a part of everyday consumption. Guided by social judgment theory, this study explores how two value-adding, yet conflicting tenants of successful ICSEs, cultural authenticity and adaptation, influence positive consumer outcomes.\n","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2023-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-07-2022-0254","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Intercultural service encounters (ICSEs) often require adaptation to the customer’s culture, thereby risking a reduction in the cultural authenticity of the experience. This study aims to research the optimum level of adaptation of an ICSE needed to achieve desired authenticity perceptions for positive consumer outcomes. The study also identifies the influence of generational cohorts and cultural competencies on developing such positive consumer outcomes.
Design/methodology/approach
The study uses two scenario-based experiments depicting low, moderate and high levels of adaptation to an ICSE.
Findings
Consumers prefer a cultural experience with a moderate level of adaptation to achieve the highest level of satisfaction and loyalty intentions. Perceived authenticity mediates the effect of adaptation on outcomes, with the generational stage (Study 1) and cultural competencies (Study 2) further influencing the relationship.
Originality/value
ICSEs and consumers’ desire for such cultural experiences are increasingly becoming a part of everyday consumption. Guided by social judgment theory, this study explores how two value-adding, yet conflicting tenants of successful ICSEs, cultural authenticity and adaptation, influence positive consumer outcomes.
期刊介绍:
■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.