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Cultural Biases in Word-of-mouth Recommendation: A Twelve Country Study in the Airline Services Industry

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The service-profit chain and the importance of positive word of mouth on corporate success are prominent guideposts for service firms. While prior research has shown that effect sizes vary considerably according to the type of service provided, there is no prior research exploring the influence of culture on the propensity of positive word of mouth. Using 37,729 online feedback postings from 12 countries within the context of the airline services industry, this study aims to establish what customer satisfaction levels are required to activate positive word-of-mouth recommendation. It models the link from customer satisfaction to word-of-mouth recommendation with a nonlinear sigmoidal activation function. Equally satisfied consumers from collectivistic cultures are more likely to provide a positive recommendation than consumers from individualistic cultures.
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Keywords: AIRLINE INDUSTRY; COLLECTIVISM; CONSUMER BEHAVIOUR; CULTURE; CUSTOMER SATISFACTION; NATIONALITY; SERVICE-PROFIT CHAIN; WORD OF MOUTH

Document Type: Research Article

Publication date: December 1, 2018

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