Abstract

This paper develops and tests a model of cultural, personality, and demographic drivers of three customer reactions to service failures, namely voice, switching, and negative word-of-mouth (N-WOM). Data from Israeli customers mostly support the model. Some drivers (uncertainty avoidance, self-efficacy and Machiavellianism) enhance the probability of all three reactions whereas others increase the probability of only one (e.g., perceived-controlà switching; self-confidenceàNWOM). The theoretical and managerial implications of these findings are discussed and directions for future research are provided. The theoretical and managerial implications of these findings are discussed and directions for future research that integrates the Big Five personality traits and Hofsete’s five cultural dimensions are provided.

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