The influence of service culture on customer service quality: Local vs. Foreign service firms in emerging markets

Abstract

Antecedents of service quality continue to attract significant interests from both academics and practitioners. However, the role of one of such antecedents, service culture, has received limited attention in the services marketing literature, especially in the context of emerging markets. Our research, based on relevant theoretical foundations and previous empirical inquiries, seeks to explain and propose a conceptual framework of the influence of service culture on customer service quality via the mediation of employee attitudes. It also conceptualises the role of potential moderators such as cultural differences, personal relationships towards service employee attitudes and customer service quality. The paper concludes with anticipated contributions and future research directions.