Disparate satisfaction scores? Consider your customer’s country-of-origin: a case study

Tali Seger-Guttmann, Iris Vilnai-Yavetz, Mark S. Rosenbaum

Research output: Contribution to journalArticlepeer-review


Although post-transaction surveys (i.e. trailer calls) allow service organizations to better understand their customers, these surveys inherently assume that all customers have the same service expectations of the organization’s service quality. This research reveals that telecommunications customers from different countries of origin have different service expectations; thus, post-transaction surveys based on this assumption can be flawed. We conduct in-depth interviews with recent immigrants in Israel, as well as local customers, to evaluate their expectations of their remote (i.e. telephone) service recovery encounters. Interviews included customers from each of the three primary regions from which they originated: Israel (home), former Soviet Union, and Ethiopia. The data show that the organization’s customers have vastly different expectations of how the firm should handle a called-in service failure, which influenced their post-transaction survey scores. Organizations must realize that their customers have varying service expectations due to cultural influences, which in turn affect their post-transaction survey scores.

Original languageEnglish
Pages (from-to)189-206
Number of pages18
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number2
StatePublished - 15 Mar 2017
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.


  • Customer satisfaction score
  • country of origin
  • customer relationship management
  • post-transaction surveys
  • retail

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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