Bachelorarbeit, 2009
73 Seiten, Note: 1,3
Intercultural communication, customer emotions, service encounters, service management, individualistic cultures, collectivist cultures, emotional intelligence, cross-cultural management, service quality, customer satisfaction.
This thesis investigates the intercultural differences in customer emotions during service encounters and explores the managerial implications of these differences. It aims to understand how cultural backgrounds influence customer emotional responses and how service providers can adapt their strategies to improve customer satisfaction across different cultures.
The key themes include: the role of emotions in service encounters; the influence of culture on customer emotions; the interplay between culture and emotions in service settings; managerial implications for service staff selection and training; and strategies for improving service quality across cultures.
The introduction defines the problem of intercultural differences in customer emotions within service encounters, outlines the research objectives, explains the thesis structure, and highlights its originality and value within service management. It establishes the context and scope of the research.
The theoretical background chapter explores fundamental concepts in services marketing (characteristics of services, service encounters), emotions, and culture. It provides a literature review and establishes a framework for analyzing the interplay between emotions and culture in service contexts.
This section analyzes the relevance of emotions to customer satisfaction and the influence of cultural factors on customer expectations, perceptions, and behaviors within service settings. It sets the stage for analyzing the interplay between emotions and culture.
This chapter examines different theoretical perspectives on emotions (basic, componential, and cultural theories) and how cultural backgrounds (individualistic vs. collectivist) shape emotional responses in service encounters.
The final chapter translates theoretical insights into practical managerial implications. It explores strategies for managing service staff (selection, training, empowerment), considers consequences for individualistic and collectivist service staff, and proposes ways to optimize service quality and customer satisfaction across cultures.
Key words include: Intercultural communication, customer emotions, service encounters, service management, individualistic cultures, collectivist cultures, emotional intelligence, cross-cultural management, service quality, customer satisfaction.
The thesis is structured into five chapters: 1. Introduction; 2. Theoretical background; 3. The role of emotions and culture in service encounters; 4. The interplay of culture and emotions; and 5. Implications for the management of services. Each chapter has sub-sections providing a detailed analysis of the topic.
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