Review paper
Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence
Abstract
Intercultural service encounters, in which customers and service employees from different cultures interact, are becoming more common in the market. Despite the importance of such encounters for international marketers, limited research attention has been directed to this area. Drawing on social exchange theory, this study examines how frontline employees’ cultural intelligence (CQ) influences customer loyalty outcomes of service quality...
Paper Details
Title
Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence
Published Date
Apr 18, 2019
Volume
27
Issue
2
Pages
56 - 75
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