Airline employee's service behavior toward different nationalities

Abstract

Abstract Stereotyping of groups is unique and has influences on emotions and behaviors. The aim of this study was to examine the relationship between national stereotyping, emotion and service behavior of South Korean airline employees towards passengers from four countries (China, Japan, the USA and South Korea, based on both Hofstede's cultural dimensions and the entrance rates to Korea), and whether there is a difference in constructs for each of the four countries’ passengers. South Korea was involved in this study to compare an in-group with the out-groups. Four models were acceptable, and we found that national stereotyping, emotions and service behaviors are significantly different among the four countries. The results imply that national stereotyping and cultures affect the service behavior of South Korean airline employees.