Same but Different: Chinese-American and Mainland Chinese Consumers’ Perceptions of and Behavior in a Service Failure Situation

ABSTRACT: Going beyond the traditional East/West consumer differentiation in studying service failure, this article examined the impact of acculturation, together with ethnicity of service staff and origin of a hotel brand on consumers’ perceptions and behavioral responses. The research drew on four focus groups conducted in Beijing with 34 participants, followed by an experiment for which data were collected from 451 Chinese-Americans and 464 Mainland Chinese. Results showed significant differences in perceptions and behavioral responses following a service failure between Chinese-Americans and Mainland Chinese, and among Chinese-Americans with different acculturation strategies. Implications of study findings and directions for future research are discussed.