With the rapid growth of the service sector in the global economy , cross-culture issues of consumer behavior in service encounters have attracted considerable research attention in recent. Researchers generally believe that Asian consumer will less likely complain but more likely switch and spread negative word – of – mouth than Western consumer in service failures. Researchers base this belief on the argument that Asian’s general belief in social harmony prompts them to refrain from confrontational responses. Face , which means the positive social value a person effectively claims for himself. (Goffman , 1967) , explains the basic human need for social acceptance across individualistic and collectivistic cultures.