Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies

As the international service market continues its phenomenal growth, understanding the nature of effective interpersonal interactions between service providers and their customers is increasingly important. However, cross-national theory and research on this topic remain limited. In response, the following study employs data from China and the United States to test whether the cultural congruency of benefits emphasized by the service provider interacts with the customerʹs value orientation and/or consumption objective to affect evaluations of service quality. Results indicate that the cultural congruency of provider recommendations affects evaluations. Preliminary evidence also suggests that this effect is moderated by consumption objective.