Coping with Negative Emotions in Intercultural Service Encounters
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Abstract
A consequence of globalization is increased global migration, which means that consumers are increasingly interacting with service providers from different cultures. In this research, I investigate how consumers respond to such intercultural service encounters. Specifically, I suggest that consumers experience different types of negative emotions (discomfort or anger) depending on the degree of animosity toward the frontline employees’ perceived home countries, which leads them to engage in unique behavioral coping processes (emotion-focused or problem-focused coping). Furthermore, I propose that Global Consumer Culture Positioning (GCCP) and Local Consumer Culture Positioning (LCCP) can serve as effective marketing strategies for managers to suppress the detrimental effects of ICSEs. A total of five studies provided evidence to support the conceptual framework.