National stereotypes in the cross-cultural service encounter: empirical evidence from Vietnam

Purpose - This study aims to investigate Vietnamese hotel workers' use of national stereotypes in cross-cultural service encounters. The study extends the existing knowledge on service failures and recovery attempts by illustrating how national stereotypes could inform these decisions through the lens of the script theory. Design/methodology/approach - In this qualitative study, 34 service providers were interviewed about their experience in dealing with guests from different countries in Vietnamese hotels. Findings - Service providers categorised guests based on their countries of origin to predict their behaviour prior to guest arrivals. When the guest's behaviour matches the expectations, the service encounters went smoothly by following existing scripts. If there is a discrepancy between the guest behaviours and expectations, it could lead to service failure and the need for new scripts. Appropriate interventions in this process could turn anecdotes into accumulated understanding of guest behaviour for better service and guest experience as a new application of national stereotypes. Originality/value - This study advances cross-cultural service encounter research by integrating national stereotypes and script theory. It sheds new light on how national stereotypes could inform service delivery and recovery attempts in service organisations.