...). Competence Customer participation Intercultural service encounters Perceived cultural distance Warmth Because of a trend of globalization in the past two decades, immigrants and tourists have contributed to an increasingly diverse marketplace. In 2014, the global trade in services accounted...

.... Service quality Customer satisfaction Interaction comfort Intercultural service encounters Perceived cultural distance Personal cultural orientations The authors used an “experimental” design with “imaginary” service scenarios to collect data in “two” countries using “four” PCOs...

... employees). Design/methodology/approach The paper presents the results of a field‐experiment with 204 restaurant employees and 241 customers in Hong Kong using a service failure scenario and photographs of Western versus Asian customers to manipulate perceived cultural distance. Findings Perceived...