International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


Control and Participation at the Service Encounter: A Cultural Value-Based Perspective
J. Denise John, Joby John, David S. Baker

Cultures that vary in value orientations should also vary in the level of control and participation individuals seek in a service encounter. This paper proposes that an individual's orientation to tolerance of ambiguity, or uncertainty avoidance as a trait of individual cultural values, has implications on the need for control and the preference for participation at the service encounter. It argues that individual orientation toward coping with ambiguity and uncertainty will influence one's cognitive, decisional, and behavioral perception of risk, need for control, and therefore willingness to participate in the service. It conceptually relates uncertainty avoidance at the individual level to increased perceived risk, control and participation at the service encounter in cross-cultural service encounters. Finally, it proposes future development of cultural value related measures that are directly relevant to the model to further validate its theoretical underpinning.

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