Cultural impacts on felt and expressed emotions and third party complaint relationships

Abstract

This article investigates the influence of emotion and culture on intentions to proceed with third party action following a service failure. Negative emotions are broken into two distinct components, those inwardly felt versus those outwardly visible. Consistent with Appraisal Theory, results provide empirical support for positive relationships between felt emotion and displayed emotion and displayed emotion on third party action against a service firm. Hofstede's model suggests that cultural values (individualism, uncertainty avoidance, and power distance) influence emotions internally felt relative to emotions externally displayed as well as intentions to voice a complaint to a third party. Empirical support was found for two of the six cultural-based moderating hypotheses. The results of the data collection effort were less conclusive than theory would suggest. This leads one to question the actual moderating effects of culture in the field of critical incidents. Theoretical and managerial implications are drawn from these findings.