Warden, Clyde A.; Huang, Stephen Chi-Tsun; Yen, Wan-Hsuan; … - In: Journal of Service Theory and Practice 31 (2021) 5, pp. 756-782
Purpose: Collectivism in service research is so bound with Asian cultures as to risk being overly deterministic. Contesting this stereotype, this paper surfaces the individualistic consumption facets of consumers within a collectivist cultural setting, describing the compensating role...