The impact of culture values on customer perceptions of service encounter and reactions to service failure and recovery

Given the increasing importance of service and service-related product offerings to the world's multi-national corporations, the service encounter in a cross-cultural context has been the subject of increased research attention during the last decade. Through literature review, this paper expounds the cross-cultural comparative research about customer perception of service encounters, and customer reaction to service failure and service recovery. The authors also discuss the concept and relevant variables research of inter-cultural service encounter. Based on the systemic review, the authors suggest future research should focus on service provider perceptions and reactions of personal interaction and the impact of service surrounding on customer perceptions from cultural perspective.