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系統識別號 U0026-0902201813160200
論文名稱(中文) Negotiating Reality: Motives towards Developing Cultural Sensitivity in International Service Encounters
論文名稱(英文) Negotiating Reality: Motives towards Developing Cultural Sensitivity in International Service Encounters
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 106
學期 1
出版年 107
研究生(中文) 畢婷雅
研究生(英文) Kristina Bilello
學號 RA6047471
學位類別 碩士
語文別 英文
論文頁數 100頁
口試委員 指導教授-王慕容
召集委員-史習安
口試委員-王鈿
口試委員-謝惠璟
中文關鍵字 none 
英文關鍵字 Inter-cultural service encounters  Service expectations  Acculturation  Cultural sensitivity  Laddering  Means-end chain theory  Motivation 
學科別分類
中文摘要 None
英文摘要 Increasing global mobility means people from different cultures interact for service. This research explores such intercultural service encounters (ICSE) between culturally distant customers and service providers in Taiwan. Research focuses predominately on short-term residents. Underlying theoretical assumptions, though, point towards acculturation that develops cultural sensitivity over time. This suggests that if customers are motivated they will develop better understanding of ICSE and how to play their role within them. This research identifies and examines the motives that push or draw culturally distant short-, intermediate and long-term residents into learning about service in Taiwan.
Through the implementation of laddering and means-end chain theory, interviews and an open-questionnaire the researcher collects data from 79 participants. Analysis results in 1,422 motive categories that consolidate to 155 main categories. The analytical approach distinguishes between short-, intermediate and long-term respondent groups and separates them into positive and negative motives. The results are six implication matrixes and associating hierarchical value maps.
The findings for this study express a narrative for each category. Short-term respondents place a strong emphasis on motives concerning language abilities and belonging to a community, viewing service encounters as opportunities to achieve pragmatic tasks. Intermediate respondents represent the most complicated group, caught between a desire to acculturate and thoughts of leaving, they focus on achieving a sense of contentment. Long-term respondents transition to abstract motivations, focused on self-improvement with the confidence to handle themselves inside of different service encounters, perceiving service as a daily necessity with minimal gain unless they choose otherwise. These results contribute to theory about ICSEs by providing an explanation of how motivations adjust over time. While previous research suggests that people adapt to a host culture, this study identifies a motivation mechanism by which this happens.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS V
LIST OF TABLES IX
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 11
1.1 Intercultural Interactions Among Global Travelers. 11
1.2 Intercultural Service Encounters. 12
1.3 Negotiating Reality. 13
1.4 Motivation Towards Adaption to Host Country Service Expectations. 14
1.5 Research Contributions. 14
CHAPTER TWO ADAPTION IN INTERCULTURAL SERVICE ENCOUNTERS 16
2.1 Culture Shocks. 16
2.1.1 Culture. 16
2.1.2 Culture Shocks. 17
2.2 The Effect of Intercultural Service Encounters on Expectations. 17
2.2.1 Model of Service Expectations. 17
2.2.2 Zone of Tolerance. 18
2.2.3 Intercultural Provider Performance Gap. 18
2.2.4 Widening of the Zone of Tolerance. 19
2.3 The Effect of Role Congruence and Cultural Sensitivity. 20
2.3.1 Inter-role Congruence. 20
2.3.2 Culture Sensitivity. 21
2.3.3 Stages of Cultural Sensitivity. 22
2.3.4 Psychological Adjustment of Cultural Sensitivity. 23
2.4 Motivation to Develop Cultural Sensitivity. 24
2.4.1 Promotion Versus Prevention Motivations. 24
2.4.2 Stress, Coping and Adjustment. 25
2.4.3 Acculturation Dimensions. 28
2.5 Impact of Cultural Sensitivity on Changing Service Expectations. 29
2.6 Research Gaps. 30
2.7 Research Objectives. 30
CHAPTER THREE RESEARCH DESIGN 32
3.1 Research Design. 32
3.2 Method. 33
3.2.1 Laddering and Means-End Chain Theory. 33
3.2.2 Hierarchical Representation of Motives: Schemas. 33
3.3 Sample. 34
3.4 Phase One: Open-Questionnaire and Interview Procedure. 38
3.5 Phase Two: MAXQDA and the Implication Matrixes. 40
3.6 Phase Three: Constructing Hierarchical Value Maps. 43
CHAPTER FOUR MOTIVES TOWARDS AND AWAY FROM ICSE ADAPTION 46
4.1 Overview. 46
4.2 Short-term Respondents. 47
4.2.1 Positive Hierarchical Value Map. 48
4.2.2 Negative Hierarchical Value Map. 49
4.2.3 Summary for Short-term Respondents. 51
4.3 Intermediate Respondents. 51
4.3.1 Positive Hierarchical Value Map. 51
4.3.2 Negative Hierarchical Value Map. 54
4.3.3 Summary for Intermediate Respondents. 56
4.4 Long-term Respondents. 57
4.4.1 Positive Hierarchical Value Map. 58
4.4.2 Negative Hierarchical Value Map. 59
4.3.3 Summary for Long-term Respondents. 61
CHAPTER FIVE CONCLUSION 63
5.1 Research Conclusions. 63
5.2 Theoretical Contributions. 64
5.3 Limitations of This Study. 67
5.4 Practical Applications. 67
REFERENCES 69
APPENDICES 72
Appendix 1: Conversation Guide for Interviews 72
Appendix 2: Open Questionnaire on Motives 74
Appendix 3: Abbreviated Sociocultural Adaption Scale 76
Appendix 4: Raw Data From Positive Under Two Years 77
Appendix 5: Summary Implication Matrix for Positive Under Two Years 80
Appendix 6: Raw Data From Negative Under Two Years 81
Appendix 7: Summary Implication Matrix for Negative Under Two Years 84
Appendix 8: Raw Data From Positive Two to Five Years 85
Appendix 9: Summary Implication Matrix for Positive Two to Five Years 88
Appendix 10: Raw Data From Negative Two to Five Years 89
Appendix 11: Summary Implication Matrix for Negative Two to Five Years 92
Appendix 12: Raw Data From Positive Over Five Years 93
Appendix 13: Summary Implication Matrix for Positive Over Five Years 96
Appendix 14: Raw Data From Negative Over Five Years 97
Appendix 15: Summary Implication Matrix for Negative Over Five Years 100
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