... 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Nigeria Collectivism Uncertainty avoidance Commercial friendship Customer-perceived quality Retail service quality (RSQ) model Word-of-mouth communication In Africa, as in many...

... to increase migrant consumers’ expectation of control over a service encounter and, in turn, increase their intention to use a provider’s services. Collectivism was identified as a boundary condition. Among high collectivist consumers, language homophily did not affect service usage intentions; however...