---
_id: '5717'
abstract:
- lang: eng
  text: Although professional service providers increasingly deliver their services
    globally, little is known about cross-cultural differences in customers’ motivation
    to participate in service production. To address this lacuna, we survey a total
    of 2,284 banking customers in 11 countries on their motivation to provide personal
    information to, and follow the advice of, their service providers. We find differences
    in both aspects, but only the differences in providing personal information can
    be explained by the cultural values of uncertainty avoidance, individualism/collectivism,
    and masculinity/femininity. To perform certain tasks in the service process, global
    professional service providers should acknowledge cultural differences in customers’
    motivations.
article_type: original
author:
- first_name: Jan H
  full_name: Schumann, Jan H
  last_name: Schumann
- first_name: Nancy
  full_name: Wünderlich, Nancy
  id: '36392'
  last_name: Wünderlich
- first_name: Marcus S
  full_name: Zimmer, Marcus S
  last_name: Zimmer
citation:
  ama: Schumann JH, Wünderlich N, Zimmer MS. Culture’s Impact on Customer Motivation
    to Engage in Professional Service Enactments. <i>Schmalenbach Business Review</i>.
    2012;64(2):141-165.
  apa: Schumann, J. H., Wünderlich, N., &#38; Zimmer, M. S. (2012). Culture’s Impact
    on Customer Motivation to Engage in Professional Service Enactments. <i>Schmalenbach
    Business Review</i>, <i>64</i>(2), 141–165.
  bibtex: '@article{Schumann_Wünderlich_Zimmer_2012, title={Culture’s Impact on Customer
    Motivation to Engage in Professional Service Enactments.}, volume={64}, number={2},
    journal={Schmalenbach Business Review}, publisher={Springer}, author={Schumann,
    Jan H and Wünderlich, Nancy and Zimmer, Marcus S}, year={2012}, pages={141–165}
    }'
  chicago: 'Schumann, Jan H, Nancy Wünderlich, and Marcus S Zimmer. “Culture’s Impact
    on Customer Motivation to Engage in Professional Service Enactments.” <i>Schmalenbach
    Business Review</i> 64, no. 2 (2012): 141–65.'
  ieee: J. H. Schumann, N. Wünderlich, and M. S. Zimmer, “Culture’s Impact on Customer
    Motivation to Engage in Professional Service Enactments.,” <i>Schmalenbach Business
    Review</i>, vol. 64, no. 2, pp. 141–165, 2012.
  mla: Schumann, Jan H., et al. “Culture’s Impact on Customer Motivation to Engage
    in Professional Service Enactments.” <i>Schmalenbach Business Review</i>, vol.
    64, no. 2, Springer, 2012, pp. 141–65.
  short: J.H. Schumann, N. Wünderlich, M.S. Zimmer, Schmalenbach Business Review 64
    (2012) 141–165.
date_created: 2018-11-16T09:40:23Z
date_updated: 2022-01-06T07:02:37Z
department:
- _id: '181'
intvolume: '        64'
issue: '2'
keyword:
- Co-Production
- Culture
- Customer Participation
- Professional Services
language:
- iso: eng
page: 141-165
publication: Schmalenbach Business Review
publication_status: published
publisher: Springer
status: public
title: Culture’s Impact on Customer Motivation to Engage in Professional Service Enactments.
type: journal_article
user_id: '37741'
volume: 64
year: '2012'
...