Purpose – This paper aims to investigate the cultural variability in assessing the severity of a service failure. Design/methodology/approach – Two separate studies were conducted. The first investigates differences in the perception of service failures across two cultural pools of subjects...

Based on Allport (1954) paradigm of “in-group love and out-group hate”, this research posits that interpersonal conflicts are more likely to be pursued when allocentric customers are faced with an out-group service employee, leading to a confrontational response such as revenge. However, if...

This article investigates the influence of emotion and culture on intentions to proceed with third party action following a service failure. Negative emotions are broken into two distinct components, those inwardly felt versus those outwardly visible. Consistent with Appraisal Theory, results...