Publication Date

January 1996


Although previous research has suggested that training approaches using behavior modeling yield better results than lecture-based approaches, these assumptions have not been tested in collectivist cultures. This study examined the effects of these alternative training methods for service knowledge and service behavior with a field experiment involving 117 Russian hotel employees. Despite no previous exposure to behavior modeling and no cultural context for service, the behavioral modeling training approach relative to the lecture-based approach yielded higher levels of both service knowledge and behavior. Since the setting was an English speaking hotel, difference in language ability were also considered and behavioral modeling was found to be a more effective training approach regardless of English ability. It also appears that service orientation is positively associated with both knowledge and behavior. The results indicate behavior modeling may be most helpful to those employees least predisposed to service or with lower language abilities.


Suggested Citation
Najjar, M. M. & Boudreau, J. W. (1996). Extending social learning theories to collectivist cultures: The effect of behavior modeling training, service orientation and language skills on service skills and behaviors (CAHRS Working Paper #96-01). Ithaca, NY: Cornell University, School of Industrial and Labor Relations, Center for Advanced Human Resource Studies.