Massage2U Case Solution; Cultural Differences in Service Setting

This mini case focuses on the cultural differences in decision making in a service setting. What might be important cultural considerations for Con to consider in thinking about this opportunity? Con should compare the cultural characteristics of the Greeks (his primary market now) and the Vietnamese (his potential market) to see if there are any …

Cultural Risk Management through Control Theory

Control Theory Because of the sense of apprehension or risk that many service customers feel, it is important that they be given a sense of control over the service experience or encounter to counterbalance this. In this way they will feel confident about what they are experiencing, and the likelihood of post-purchase dissonance will be …