Reactions of Service Employees to Organization-Customer Conflict: A Cross-Cultural Comparison

Michael K. Hui, Kevin Au, Henry Fock

    Research output: Contribution to journalJournal articlepeer-review

    34 Citations (Scopus)


    The study examined cross-cultural variation in employee reactions to a customer's special request that was at odds with an organizational rule. Results indicated the effects of request legitimacy (i.e., whether the request was backed by a strong reason) and personal tie (i.e., whether there was a personal tie between the employee and the customer) on employee behaviors varied significantly between two national respondent groups: United States (US) and People's Republic of China (PRC). These results could be attributed to the cultural difference between the two national groups along the dimension of individualism–collectivism. The implications of these findings for multinational marketers are discussed.
    Original languageEnglish
    Pages (from-to)107-121
    Number of pages15
    JournalInternational Journal of Research in Marketing
    Issue number2
    Publication statusPublished - Jun 2004


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