Foreigner service orientation : does the perception of other consumers matter?

Purpose: This study aims to develop and examine a model that links the foreigner service orientation, defined as indigenous consumers’ preference for service environments popular among foreign versus local consumers, to both foreigner and local comfort in intercultural service encounters. Design/methodology/approach: The authors collected cross-sectional survey data from 516 indigenous consumers in Qatar. Findings: According to the findings, although foreigner comfort is positively related to their service orientation, local comfort is negatively related to foreigner service orientation. The results further indicate that the relationships are intensified when cosmopolitanism or collective narcissism is high and when consumers are alone in the service setting. Practical implications: Service firms can use the findings of this research to create a meaningful service environment based on consumers’ orientation to the in-group and out-group. Originality value: The examination of the foreigner service orientation addresses the possibility that consumers might prefer foreign consumers to local ones in service environments. This research also addresses the dearth of research on customer-to-customer intercultural service encounter.