Will they pitch or will they switch? Comparing Chinese and American consumers. Issue 3 (9th February 2018)

• Record Type: Journal Article
• Authors: Krishen, Anjala S.; Hu, Han‐Fen
• Is Part Of: Psychology & marketing. Volume 35:Issue 3(2018)
• Page Start: 210
• Page End: 219
• Publication Date: 2018-02-09
• Subjects: consumption context -- cross‐cultural word‐of‐mouth -- hedonic -- satisfaction -- service experiences -- switching costs -- utilitarian -- word‐of‐mouth; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21081
• Languages: English
• ISSNs: 0742-6046

Abstract

Abstract: This study compares the conditions for consumer satisfaction and word of mouth (WOM) between Chinese and American consumers. The authors utilize a between‐subjects factorial design experiment to investigate the effect of service experience (positive or negative) and consumption context (hedonic vs. utilitarian) across these two cultures. Results indicate that consumers perceive higher levels of satisfaction and switching costs, and provide higher WOM intention for positive than for negative service experiences. The relationship between service experience and perceived switching costs is further moderated by consumption context and culture. Of importance is the critical mediating role of consumer satisfaction in driving perceived switching costs and WOM intention. The comparison of Chinese and American consumers also reveals the distinct switching behaviors between the two groups of consumers, which can be explained from a cultural perspective. The study findings provide insights into provider‐switching and WOM‐spreading behaviors by Chinese and American consumers, under hedonic versus utilitarian consumption contexts.