从社会交换的角度看,通过具有文化能力的服务提高顾客忠诚度

IF 11.9 1区 管理学 Q1 BUSINESS
Aaron Hsiao, E. Ma, A. Manfreda, Mandi Baker, Jingjing Xu
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引用次数: 3

摘要

有限的研究考察了员工的文化能力如何影响客户的体验和行为。本研究以社会交换理论为基础,提出并检验了顾客感恩在服务员文化能力、文化意识、文化知识和文化技能三个维度对顾客未来行为意向之间关系的中介模型。本研究利用澳大利亚豪华酒店跨文化服务体验的实证数据,发现文化意识和技能与客人感恩显著相关,进而显著影响顾客未来的行为意向。本研究将感恩作为服务员文化胜任力与顾客行为意向互惠关系的中介,对社会交换理论有一定的贡献。该研究强调了培训当前酒店员工和培养未来酒店专业人员的重要性。研究结果特别强调了在跨文化服务接触中提高酒店员工文化能力的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A social exchange perspective on boosting customer loyalty through culturally competent servers
ABSTRACT Limited research has examined how employees’ cultural competency may influence customers experience and behaviors. Building on social exchange theory, this study proposed and tested a model focusing on how guest gratitude mediated the relationships between three dimensions of servers’ cultural competency, cultural awareness, cultural knowledge, and cultural skills, on customers’ future behavioral intentions. Using empirical data collected from cross-cultural service encounters in luxury hotels in Australia, findings of the study revealed that cultural awareness and skills were significantly related to guest gratitude that, in turn, significantly influenced customers future behavioral intention. This study contributes to social exchange theory by adopting gratitude as a mediator in the reciprocal relationship between servers’ cultural competency and customer behavioral intentions. The study highlights the importance of training current hospitality employees and preparing future hospitality professionals. In particular, the findings emphasize the importance of enhancing hospitality employees’ cultural competency in cross-cultural service encounters.
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来源期刊
CiteScore
20.90
自引率
6.40%
发文量
33
期刊介绍: The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.
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