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AuthorMaher, Amro A.
AuthorElsharnouby, Tamer H.
Available date2023-05-09T09:20:11Z
Publication Date2020
Publication NameJournal of Consumer Marketing
ResourceScopus
URIhttp://dx.doi.org/10.1108/JCM-11-2018-2931
URIhttp://hdl.handle.net/10576/42396
AbstractPurpose: This study aims to develop and examine a model that links the foreigner service orientation, defined as indigenous consumers' preference for service environments popular among foreign versus local consumers, to both foreigner and local comfort in intercultural service encounters. Design/methodology/approach: The authors collected cross-sectional survey data from 516 indigenous consumers in Qatar. Findings: According to the findings, although foreigner comfort is positively related to their service orientation, local comfort is negatively related to foreigner service orientation. The results further indicate that the relationships are intensified when cosmopolitanism or collective narcissism is high and when consumers are alone in the service setting. Practical implications: Service firms can use the findings of this research to create a meaningful service environment based on consumers' orientation to the in-group and out-group. Originality value: The examination of the foreigner service orientation addresses the possibility that consumers might prefer foreign consumers to local ones in service environments. This research also addresses the dearth of research on customer-to-customer intercultural service encounter. 2020, Emerald Publishing Limited.
Languageen
PublisherEmerald Group Holdings Ltd.
SubjectCollective narcissism
Cosmopolitism
Foreigners orientation
GCC countries
Intercultural service encounters
Intergroup comfort
Local orientation
Other consumers
TitleForeigner service orientation: does the perception of other consumers matter?
TypeArticle
Pagination305-315
Issue Number3
Volume Number37
dc.accessType Abstract Only


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