Aaron Hsiao, E. Ma, A. Manfreda, Mandi Baker, Jingjing Xu
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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.
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.