In our global economy where companies are often required to serve customers of many different cultures, there is a need to understand how culture affe Show moreIn our global economy where companies are often required to serve customers of many different cultures, there is a need to understand how culture affects service satisfaction. In this paper the author presents a model and hypotheses for understanding the mechanism underlying the effect of cultural distance between the customer and the service provider on service satisfaction when a service failure is encountered. The model synthesizes the type of service failure, the context in which the service is provided, the customer’s cultural disposition, and the customer’s attribution processes. The model and hypotheses are tested using a quasiexperimental, web-based research design employing multi-media stimuli. Doctorate of Management Programs Show less
