Sanchayan is a PhD candidate in Marketing. His research focuses on service recovery and complaint management in the digital media. His current papers also investigate customer complaining behavior on social media across cultures. His research papers have been accepted for presentation in several international conferences including Frontiers in Service Conference, Academy of Marketing Science Annual Conference and EMAC. Sanchayan is involved in teaching undergraduate and graduate courses in Marketing research and Research methodology. Prior to starting his PhD, he had several years of professional work experience in market research, customer relationship management and business consulting with various multinational organizations in India. Sanchayan holds a Master's degree in management (marketing) from the University of Mumbai, India and a Bachelor's of engineering degree from Bangalore University, India.
Purpose: This dissertation investigates the factors influencing service evaluations from a cultural perspective for global customers, as such customers are known to differ in their service expectations. It aims to study service encounters in both offline and online service channels, and to look at national, individual and shared culture.
Design/methodology/approach: The dissertation through its three empirical and quantitative articles employed cross-sectional design with original data from experiments and surveys that used non-student multi-country samples. It is positioned within the quantitative research stream in cross-cultural service encounter research.
Findings: First, the dissertation compares online with offline service recovery and shows that recovery strategies are non- transferable from offline to online. It further demonstrates the public versus private nature of online recovery by showing that a public recovery done online (eg. public apology) impacts service evaluations positively in a cross-cultural context. Second, results show that in social media complaining, service providers can increase service recovery satisfaction by providing causal explanations of the service failure, and regular updates during the recovery process. Third, findings show that both cultural and personal values impact service evaluations, specifically service quality and satisfaction.
Research limitations/implications: The dissertation provides a clearer understanding of service recovery across online and offline channels by highlighting the public versus private nature of service recovery, thus contributing to the emerging research in online recovery. In addition, by examining service evaluations for countries with shared history, it contributes to this nascent literature. The main research limitations are the limited study context and country samples.
Practical implications: This dissertation shows how global service managers can customize their service recovery for their multi-cultural customers, especially in online services to increase customer satisfaction. In addition, it suggests that global service firms look beyond east-west geographical cross-cultural comparisons and consider the importance of shared history to increase service satisfaction.
Originality/value: This dissertation through its first article is the first in service literature to look at the role of the status of service personnel that does the recovery (apology) in online context. It shows the public versus private nature of apology that impacts service evaluations. The dissertation through its third article contributes to the nascent literature of service evaluations for customers with shared history as understanding how this impacts customer response to marketing actions beyond classical cultural categories is valuable for both researchers and managers.
Keywords: service evaluations, culture, global customers, offline/online, shared history
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