The thesis is structured as follows: In a first step, the basics of services marketing are presented and the distinguished characteristics of services are addressed. Consequently, service encounters are introduced as the first building block of this thesis. In addition, the fundamentals of emotions and culture are outlined. Subsequently, chapter 3 deals with the relevance of emotions and culture in service encounters. In the following, the interplay between culture and emotion is brought to the fore by presenting the three main approaches concerning this matter. Subsequently, the perspective is narrowed down on the cultural dimension of Individualism/Collectivism and its influence on emotions (chapter 4). The compiled results from this approach are then employed to deduce implications for the management of services in general and concrete consequences for service staff in particular (chapter 5). Ultimately, main findings are summarized, an outlook is given and suggestions for further research opportunities into this domain are suggested.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1. Problem definition and description
- 1.2. Objective and organization of the research
- 1.3. Originality and value of this thesis
- 2. Theoretical background
- 2.1. Basic concepts of services marketing
- 2.1.1. The characteristics of services
- 2.1.2. The service encounter
- 2.2. Fundamentals concerning emotions
- 2.3. Fundamentals concerning the term culture
- 3. The role of emotions and culture in service encounters
- 3.1. The relevance of emotions in service encounters
- 3.2. The relevance of culture in service encounters
- 4. The interplay of culture and emotions
- 4.1. Cultural background as a determinant of customer emotion
- 4.1.1. Basic emotion theory
- 4.1.2. Componential theories of emotion
- 4.1.3. Cultural theories of emotion
- 4.1.4. Recapitulation
- 4.2. Effects of individualistic versus collectivist cultures on emotions
- 4.2.1. Premises, assumptions and caveats
- 4.2.2. Compiled results
- 5. Implications for the management of services
- 5.1. Implications for the management of service staff
- 5.1.1. Selection of service staff
- 5.1.2. Personnel development
- 5.1.3. Empowerment and basic service conditions
- 5.2. Concrete consequences for service staff
- 5.2.1. Concrete consequences for individualistic service staff
- 5.2.2. Concrete consequences for collectivist service staff
- 5.3. Implications for the physical environment and service failures
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates the intercultural differences in customer emotions during service encounters and explores the managerial implications of these differences. The research aims to understand how cultural backgrounds influence customer emotional responses and how service providers can adapt their strategies to improve customer satisfaction across different cultures. * The role of emotions in service encounters * The influence of culture on customer emotions * The interplay between culture and emotions in service settings * Managerial implications for service staff selection and training * Strategies for improving service quality across culturesZusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage for the thesis by defining the problem of intercultural differences in customer emotions within service encounters. It outlines the research objectives, explaining the thesis's structure and highlighting its originality and value within the field of service management. The chapter establishes the context and scope of the research, providing a framework for the subsequent theoretical and empirical analyses. 2. Theoretical background: This chapter lays the groundwork for the thesis by exploring fundamental concepts in services marketing, focusing on the characteristics of services and the nature of service encounters. It then delves into the theoretical understanding of emotions and culture, providing a comprehensive review of relevant literature and establishing a theoretical framework for analyzing the interplay between these two elements in service contexts. The chapter establishes a foundation for understanding the key constructs explored throughout the thesis. 3. The role of emotions and culture in service encounters: This chapter examines the critical roles played by both emotions and culture in shaping service encounters. It analyzes the relevance of emotions to customer satisfaction and overall service experience, highlighting the emotional dimensions of interactions between service providers and customers. Furthermore, it explores how cultural factors influence customer expectations, perceptions, and behaviors within service settings, setting the stage for a deeper analysis of the interplay between these two factors. 4. The interplay of culture and emotions: This chapter delves into the complex interplay between culture and emotions within service encounters. It explores different theoretical perspectives on emotions, including basic emotion theories, componential theories, and cultural theories, to understand how cultural backgrounds shape emotional responses. It specifically examines the contrasting effects of individualistic and collectivist cultures on emotional expression, perception, and management, laying the foundation for exploring the managerial implications in subsequent chapters. 5. Implications for the management of services: This chapter translates the theoretical insights into practical managerial implications. It explores specific strategies for managing service staff effectively, emphasizing the importance of culturally sensitive selection processes, tailored personnel development programs, and appropriate empowerment strategies. It also delves into concrete consequences for both individualistic and collectivist service staff and proposes ways to optimize service quality and customer satisfaction considering the varying cultural backgrounds.Schlüsselwörter (Keywords)
Intercultural communication, customer emotions, service encounters, service management, individualistic cultures, collectivist cultures, emotional intelligence, cross-cultural management, service quality, customer satisfaction.
Frequently Asked Questions: Intercultural Differences in Customer Emotions During Service Encounters
What is the main topic of this thesis?
This thesis investigates the intercultural differences in customer emotions during service encounters and explores the managerial implications of these differences. It aims to understand how cultural backgrounds influence customer emotional responses and how service providers can adapt their strategies to improve customer satisfaction across different cultures.
What are the key themes explored in this research?
The key themes include: the role of emotions in service encounters; the influence of culture on customer emotions; the interplay between culture and emotions in service settings; managerial implications for service staff selection and training; and strategies for improving service quality across cultures.
What is covered in the introduction chapter?
The introduction defines the problem of intercultural differences in customer emotions within service encounters, outlines the research objectives, explains the thesis structure, and highlights its originality and value within service management. It establishes the context and scope of the research.
What theoretical background is established in the thesis?
The theoretical background chapter explores fundamental concepts in services marketing (characteristics of services, service encounters), emotions, and culture. It provides a literature review and establishes a framework for analyzing the interplay between emotions and culture in service contexts.
How does the thesis analyze the role of emotions and culture in service encounters?
This section analyzes the relevance of emotions to customer satisfaction and the influence of cultural factors on customer expectations, perceptions, and behaviors within service settings. It sets the stage for analyzing the interplay between emotions and culture.
How does the thesis explore the interplay between culture and emotions?
This chapter examines different theoretical perspectives on emotions (basic, componential, and cultural theories) and how cultural backgrounds (individualistic vs. collectivist) shape emotional responses in service encounters.
What are the managerial implications discussed in the thesis?
The final chapter translates theoretical insights into practical managerial implications. It explores strategies for managing service staff (selection, training, empowerment), considers consequences for individualistic and collectivist service staff, and proposes ways to optimize service quality and customer satisfaction across cultures.
What keywords describe this research?
Key words include: Intercultural communication, customer emotions, service encounters, service management, individualistic cultures, collectivist cultures, emotional intelligence, cross-cultural management, service quality, customer satisfaction.
What is the overall structure of the thesis?
The thesis is structured into five chapters: 1. Introduction; 2. Theoretical background; 3. The role of emotions and culture in service encounters; 4. The interplay of culture and emotions; and 5. Implications for the management of services. Each chapter has sub-sections providing a detailed analysis of the topic.
- Arbeit zitieren
- Pirmin Seßler (Autor:in), 2009, Intercultural differences of customer emotions in service encounters, München, GRIN Verlag, https://www.grin.com/document/135893
