Keywords: Kreng-jai
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Journal Articles
Journal of Service Theory and Practice (2019) 29 (2): 189–212.
Published: 07 August 2019
.../approach Data were collected in Thailand, using critical incident technique. A total of 253 subjects share their experiences of being “deferential” (i.e. “kreng-jai” in Thailand) during everyday service encounters. Findings The findings indicate that in cultures in which the cultural norm (i.e. kreng...

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