Abstract
The article aims to better understand the impact of intercultural communication and personality on customer satisfaction and word of mouth and intention to revisit and to pay more in coffee stores in Cambodia. In this endeavour, the study illustrates the unique context of intercultural communication to highlight several improvements and to encourage the advancement of intercultural communication in the hospitality and tourism literature in Cambodia. Based on the established theories, the study assesses the role of customers’ personality on intercultural communication competence and perceived cultural distance and its impact on interrole congruence and interaction comfort empirically. The research assists in strengthening communication strategies, which is required intercultural communication adjustments in multicultural hospitality business environment. The intercultural communication is expected to improve the tourism industry competitiveness when it positively influences interrole congruence and interaction comfort among service encounters in the industry. To initiate the research, data was gathered by questionnaires within selected coffee stores in Phnom Penh, Cambodia. The measurement of the constructs and their interrelationships were examined based on partial least square structural equation modelling (PLS-SEM). The proposed framework provides partly statistically significant relationships among the constructs. Furthermore, the study reveals additional insights into some managerial and theoretical solutions for addressing the intercultural communication of service encounters in the Cambodian hospitality industry. These contributions will postulate an impetus for future research in various service settings.
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Acknowledgement
The research was supported by Zaman University, Research Office via Exploratory Research Grant Scheme of Zaman University, grant no. ERGS/2/2017/ZURO/09/17.
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Research Constructs and Measurement Items
Research Constructs and Measurement Items
Research constructs | Acronym | Measurement items | Item source |
|---|---|---|---|
Word of mouth | WoM | WOM1. It would be difficult to change my preferences towards the store | ZeithamI et al. (1996) |
WOM2. I will recommend the store to someone who seeks my advice | |||
WOM3. I will encourage friends and relatives to buy more from the store | |||
Intention revisit | IR | IR1. I consider the store my first choice to buy groceries | |
IR2. I intend to keep purchasing from the store in the near future | |||
Intention pay more | IPM | IPM1. I will continue to buy products from the store, even if its prices increase slightly | |
IPM2. I do not mind paying more for the benefits I currently receive from the store | |||
Customer satisfaction | CS | CS1. The stores’ employees are treating me as a valued customer | Phau and Ferguson (2013) |
CS2. The stores’ employees are polite to me | Huddleston et al. (2009) | ||
CS3. The stores’ employees are helpful and informative | |||
CS4. The stores’ employees look presentable | Sharma et al. (2012) | ||
CS5. The stores’ employees are competent | Phau and Ferguson (2013) | ||
CS6. The store has enough number of employees available to assist me | Huddleston et al. (2009) | ||
CS7. In general, based on my experience with the store, I am satisfied | |||
CS8. Compared to other stores, I am still satisfied with this store | |||
Intercultural communication competence | ICC | ICC1. I enjoy interacting with people from different cultures | Chen and Starosta (2000) |
ICC2. I avoid those situations where I will have to deal with people from different cultures | |||
ICC3. I often give positive responses when interacting with people from different cultures | |||
ICC4. I often show my understanding through verbal or nonverbal cues to people from different cultures | |||
ICC5. I am sure of myself when interacting with people from different cultures | |||
ICC6. I feel confident when interacting with people from different cultures | |||
ICC7. I always know what to say when interacting with people from different cultures | |||
ICC8. I can be as sociable as I want to be with people from different cultures | |||
ICC9. I respect the values of people from different cultures | |||
ICC10. I respect the life styles of people from different cultures | |||
ICC11. I think people from different cultures and me have different opinions | |||
ICC12. I would prefer to interact with people from same culture of mine | |||
Interaction comfort | IAC | IAC1. I feel comfortable dealing with people from different race or ethnicity | Sharma et al. (2012) |
IAC2. I feel comfortable dealing with people from different nationality | |||
IAC3. I feel comfortable dealing with people from different language | |||
IAC4. I feel comfortable dealing with people from different customs and culture | |||
IAC5. I feel comfortable dealing with people from different religious beliefs | |||
Interrole congruence | IRC | IRC1. I have many friends with different race or ethnicity than mine | |
IRC2. I have many friends with different nationality | |||
IRC3. I have many friends with different language than mine | |||
IRC4. I have many friends with different customs and culture than mine | |||
IRC5. I have many friends with different religious beliefs than mine | |||
Perceived cultural distance | PCD | PCD1. Most of employees servicing in the store are different from me in terms of race or ethnicity | |
PCD2. Most of employees servicing in the store are different from me in terms of nationality | |||
PCD3. Most of employees servicing in the store are different from me in terms of language | |||
PCD4. Most of employees servicing in the store are different from me in terms of customs and cultures | |||
PCD5. Most of employees servicing in the store are different from me in terms of religious belief | |||
Cultural empathy | CE | CE1. I am considering the emotions when interacting with people from different cultures | Van der Zee et al. (2013) |
CE2. I am a good listener during the interaction with people from different cultures | |||
CE3. I can feel when others get nervous | |||
CE4. I can get to share profoundly with people from different cultures | |||
Emotional stability | ES | ES1. I have worries when interacting with people from different cultures | |
ES2. I am feeling distressed when interacting with people from different cultures | |||
ES3. I am feeling lonely when interacting with people from different cultures | |||
ES4. I keep calm when things do not go well during the interaction with people from different cultures | |||
Flexibility | F | F1. I am behaving according to strict rules or regulations in the multicultural society | |
F2. I am behaving according to expectations in the multicultural society. | |||
Open-mindedness | OM | OM1. I am trying to find various solutions for problems of people from different cultures | |
OM2. I am looking for new ways to achieve her or his goal | |||
OM.3 I can feel what is appropriate in different cultures | |||
Social initiative | SI | SI.1. Sometimes, I find it difficult to interact with people from different cultures | |
SI2. I would like to speak obviously with people from different cultures |
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Ihtiyar, A., Aras, O.N., Öztürk, M. (2019). A Quantitative Analysis of Intercultural Communication and Personality: The Case of Coffee Shop Consumers in Cambodia. In: Rezaei, S. (eds) Quantitative Tourism Research in Asia. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-13-2463-5_8
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