Cross cultural differences of online consumer complaining behaviour in the hotel industry

The cross-cultural differences of consumer behaviour, have gain a significant attention of researchers during the recent decades (Galina et al., 2018). Differences of consumer complaining behaviour (hereafter CCB) of customers have been identified as one of the prominent features in consumer behaviour research in cross-cultural context (Wan, 2013). In other words, culture has been identified as a significant variable that influence the customers’ reaction to service failure (Zhang et al., 2008).

In this climate, as a service-oriented industry, hotel industry encounters three major challenges. Manly, the hotel industry is severely affected by the cultural issues from different cultural groups with diverse travel behaviours (Chen et al., 2012) and divers perception about hotel services (Ngai et al., 2007).