Ethnography SIG: The Difference in Service Cultures across the Globe
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When: June 22, 2017
11:00 AM CT
Where: Online Webinar (Qual-Meeting)
United States
Contact: Eva Caspary

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Our next Ethnography SIG program "The Difference in Service Cultures across the Globe" is coming soon on Thursday June 22, 2017!

Successful service interactions are a key moment in the consumer journey for many categories. What seems obvious for such a success in our own culture might not hold true within another…
Would you like to gain some revealing insights into the differences in service culture in 5 global key markets: US, France, India, China and Japan? 

Join us for our upcoming Ethnography SIG webinar on June 22, 2017!

Service interactions and the cross-cultural friction they engender are often in the news. Think about the way French waiters seem to leave nobody indifferent. A recent New York Times article mentions a “quest to make gruff service in France more gracious” while another article seeks to defend the “notoriously arrogant French waiter.” In a new initiative designed to boost business, representatives from the French chamber of commerce even go door-to-door, educating restaurant owners and other service providers, about the expectations of tourists from various countries, in order to mitigate potential problems.

You will learn:

  •  How do the meanings of service and serving vary so much across cultures?

  •  How should companies adapt to these cultural variations?

  •  How should researchers consider these cultural dimensions in their interactions with international clients?


Julien Cayla PhD, is a Research Fellow at the Institute on Asian Consumer Insight and Asst. Professor of Marketing at the Division of Marketing & International Business at the Nanyang Technological University in Singapore. He received his PhD from the University of Colorado (Boulder, United States) where he majored in marketing and minored in cultural anthropology.

The research question he is currently focusing on is: “Why and how do service interactions vary across cultural contexts? I am especially interested in understanding what “good service” means to the organizations that do service work, and how these ideas about service are put into practice in interactions with customers. I study service in service interactions in different industry contexts and cultures.”

WHEN: June 22, 2017 at 11am-12pm CT via Qual-Meeting Platform

Please sign in as a QRCA member and complete the registration form using the Register button (above).

Don’t miss the opportunity to understand the different Service Cultures in the US, Japan, China, India and France! 
Hope to see you on June 22!

Ethnography SIG

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