I Revenge For Others I Do Not Know: the Role of Intercultural Competence in Moderating Customer Revenge to Service Failure Occurred to Adjacent Customer

We examine the service failure from the observers’ perspective and how it influences their patronage and revenge intentions. Results from a 2x2 experiment revealed observer’s interpretation of service failure was largely influenced by their intercultural competence. They are more sensitive to discrimination and courageous to retaliate with higher intercultural intelligence.



Citation:

Mohamed Sobhy Temerak, Ruby Zhang, and Cristiana Lages (2020) ,"I Revenge For Others I Do Not Know: the Role of Intercultural Competence in Moderating Customer Revenge to Service Failure Occurred to Adjacent Customer", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1201-1201.

Authors

Mohamed Sobhy Temerak, Kent Business School
Ruby Zhang, University of Reading
Cristiana Lages, University of Reading



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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