Jan H. Schumann

Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange

Because of suggested beneficial effects of word-of-mouth (WOM) referral, service companies have invested large amounts of money in customer referral programs as well as programs aimed at fostering positive communication among their existing customers. The question of cross-cultural differences in the effectiveness of WOM has recently gained increased prominence. The authors contribute to research on this topic by proposing a positive effect of received WOM on service quality perceptions among existing customers. Moreover, they predict that cultural values moderate this effect. They test the model on 1910 bank customers in 11 countries. The results show that received WOM has a positive effect on customer service quality perceptions. Furthermore, received WOM has a stronger effect on the evaluation of customers in high-uncertainty-avoidance than in low-uncertainty-avoidance cultures. No other cultural value is a significant moderator. The results imply that received WOM is also important to existing customers and that managers should adjust their strategy of referral marketing to match their target groups uncertainty-avoidance level.

Drivers of Trust in Relational Service Exchange: Understanding the Importance of Cross-Cultural Differences

Customer trust is of vital importance for relationship marketing in services. Service providers increasingly market their services globally, yet few researchers have addressed differences in customer trust across cultures. Our research fills this void by proposing a model, based on existing trust literature, that suggests the overall feeling of trust in the service provider depends on customers’ beliefs about service providers’ ability, benevolence, predictability, and integrity. The model, tested in a banking context with data from 2,284 customers in 11 countries, explains trust well across culturally diverse countries. The results of a hierarchical linear model, however, show that customers differ in the way they build trust in their service provider across cultures. Moderating effects of the cultural values of the target group largely explain this variation. Only the effect of ability on trust is robust across countries. Global service firms should consider all four trust drivers when striving to build trust. The emphasis they put on each of these trust drivers, however, should differ across countries. When applying these principles to the design of marketing activities or market segmentation, marketing managers should collect data on the cultural values of their specific target groups in particular countries or cultural milieus.

The Impact of Consumption Goals on Flat-Rate Choice: Can ‘‘Hedonizing’’ a Service Increase Customers’ Propensity to Choose a Flat Rate?

Flat rates are a dominant pricing scheme in many consumer service industries that largely benefit service providers: Many customers exhibit a bias and choose flat rates even though a pay-per-use plan would be less expensive for them. Yet, whereas the degree of flat-rate bias varies strongly across services, no study has determined whether consumers’ consumption goals might influence its extent. The authors argue and show that consuming services to attain hedonic gratification leads to a significantly higher flat-rate bias than using services to fulfill utilitarian needs. The three well-known flat-rate bias effects (taximeter, insurance, and overestimation) fully mediate the relationship between the consumption goal and flat-rate bias. In three experimental studies, the authors consistently show that these findings apply across different services, for a service that relies on natural variance in customers’ consumption goals, and for the same service framed as hedonic, utilitarian, or a hybrid. These findings show that managers need to be aware of major “natural” industry differences in the level of flat-rate bias. However, service providers can also actively manage and increase consumers’ hedonic consumption goals for their services and thus increase their share of flat-rate contracts. A further experiment shows that the hedonization tactic has no negative side effects on consumers’ price perceptions in terms of willingness to pay (WTP). Service providers can benefit from hedonizing their services as long as it is compatible with their value proposition.

Culture’s Impact on Customer Motivation to Engage in Professional Service Enactments

Although professional service providers increasingly deliver their services globally, little is known about cross-cultural differences in customers’ motivation to participate in service production. To address this lacuna, we survey a total of 2,284 banking customers in 11 countries on their motivation to provide personal information to, and follow the advice of, their service providers. We find differences in both aspects, but only the differences in providing personal information can be explained by the cultural values of uncertainty avoidance, individualism/collectivism, and masculinity/femininity. To perform certain tasks in the service process, global professional service providers should acknowledge cultural differences in customers’ motivations.

The Impact of Culture on Relationship Marketing in International Services

Relationship Marketing in International Services: State of the Art.- Culture Analysis in Cross-Cultural Research.- Research Models and Hypotheses.- Empirical Analysis.- Discussion of the Empirical Findings.- General Reflections and Directions for Future Research.

Ferngesteuerte Dienstleistungen. Betriebswirtschaftliche Spezifika, Terminologie und Herausforderungen für das Management

In einem deutschen Friseursalon zu sitzen und von einem Starfrisor in Paris via Robotertechnik die Haare geschnitten zu bekommen, klingt heute noch wie ein fernes Zukunftsszenario. Jedoch ware vor wenigen Jahren auch die Vorstellung, sich in einem deutschen Operationssaal von einem Arzt in Amerika operieren zu lassen, noch wie eine Zukunftsvision erschienen. Im September 2001 ist diese Vision durch eine erste transatlantische Operation jedoch ein Stuck naher geruckt. Drei Arzte entfernten von New York aus via Datenleitung mit Hilfe einer Videokonferenz und unter dem Einsatz von Operationsrobotern in Strasburg die Gallenblase einer 68-jahrigen Patientin.

Nonmonetary customer value contributions in free e-services

Offering services for free, a prevalent business model online, raises new questions for both service providers and marketing researchers: How do customers of free e-services contribute value without paying? What are the nature and dynamics of nonmonetary value contributions by nonpaying customers? On the basis of a literature review and interviews with senior executives of free e-service providers, this article presents a comprehensive overview of nonmonetary value contributions in the free e-service sector, including word of mouth, co-production, and network effects, as well as attention and data as two new dimensions, which have not been addressed in prior marketing research. By putting these findings in the context of the existing literature on customer value and customer engagement, the authors shed light on the complex processes of value creation in the emerging e-service industry, while also advancing marketing and service research in general. This study identifies several promising research avenues, such as the question of the extent to which customers are aware of the nonmonetary value they provide firms.

Interkulturelle Problemfelder beim Offshoring von IT-Dienstleistungen nach China und Indien sowie Lösungsansätze aus der Unternehmenspraxis

Aussagen wie diese sind Belege fur eine Entwicklung, die vor einigen Jahren begonnen hat und deren Ende noch nicht absehbar ist. Gemeint ist die Auslagerung oder auch „das Offshoring“ von IT-Dienstleistungen durch deutsche und andere westliche Unternehmen in Lander mit deutlich niedrigeren Lohnkosten fur IT-Fachkrafte. Dabei ist die Wertigkeit der Arbeiten, welche offshore erbracht werden konnen, in den letzten Jahren stetig gestiegen (vgl. Schaaf 2005, S. 11). Als Folge verstarken immer mehr grose, aber auch mittelstandische Unternehmen aus der IT-Branche ihre Bemuhungen, Teile ihrer Dienstleistungen im Ausland erstellen zu lassen (vgl. Pohl 2005, S. 203).

How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects

Despite the ubiquity of free e-services (e.g., free music/video streaming services), little empirical research has examined how consumers assess such service offerings. This research reveals the crucial role of consumer-perceived nonmonetary costs (NMCs; e.g., related to advertising intrusiveness) to better explain the zero-price effect (ZPE). Four experiments show that free e-services elicit positive affect in consumers, which leads to two distinct effects that drive the ZPE: a benefit-inflation effect, such that consumers overemphasize the benefits of free e-services, and a cost-deflation effect, such that they also judge the corresponding NMCs as lower. Furthermore, the authors find that the social norm of reciprocity increases consumers’ acceptance of NMCs. This research provides managerial guidance on how to better market free service offerings. Companies that consider providing basic and premium offerings should include a free basic option, which increases consumers’ benefit perceptions, lowers their perceptions of NMCs, and consequently increases demand for this service option. Finally, the findings help managers model the trade-off between immediate additional revenue generated by the fees consumers pay for a premium option and the revenue stream that a free basic option generates (e.g., through higher advertising revenues).

Lösungsansätze für Herausforderungen interkultureller Zusammenarbeit am Beispiel des Offshorings von IT-Dienstleistungen

Im Laufe der letzten Jahre haben immer mehr IT-Dienstleister Geschaftsprozesse in Lander mit niedrigerem Lohnniveau, vornehmlich nach Indien und China, verlagert. Ziel dieses Offshorings ist es, der gestiegenen Wettbewerbsintensitat und dem Kostendruck der Markte gerecht zu werden. Viele Unternehmen mussten jedoch feststellen, dass sich die erhofften Einsparpotenziale nur zum Teil realisieren lassen. Bedingt durch interkulturelle Differenzen und die Charakteristika der virtuellen Kommunikation konnen im Rahmen der Zusammenarbeit bei solchen Projekten eklatante Ineffizienzen auftreten. Der vorliegende Beitrag beleuchtet diese Herausforderungen. Basierend auf einer qualitativen Befragung von Mitarbeitern zweier weltweit agierender IT-Dienstleister werden potenzielle Problemfelder identifiziert, die beim Offshoring von IT-Dienstleistungen nach China oder Indien auftreten konnen sowie Losungsansatze zur Uberwindung der interkulturellen Differenzen und Ansatze zur Personalentwicklung fur die an solchen Projekten beteiligten Mitarbeiter aufgezeigt.