Cultural anchoring in the service sector

Article Abstract:

The application of the cultural anchoring model, which is based on the traditional diffusion model in marketing management, in the service industry is described. Cultural anchoring occurs when a service becomes so closely tied to a consumer's life and sociocultural surroundings that the person/service interface becomes an important measure of the individual's self-concept. Four recommendations are provided on how to maximize the use of cultural anchoring in service marketing.

Models, Customer service, Culture diffusion, Diffusion of innovations

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The impact of perceived justice on consumers' emotional responses to service complaint experiences

Article Abstract:

The article examines the significance of fairness to achieve customer loyalty in hotel sector.

United States, Analysis, Management, Customer loyalty, Fairness

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