The Relationships between Culture and Service Quality Perceptions: Basis for Cross-Cultural Market Segmentation and Resource Allocation

The authors argue that perceptions of service quality vary across cultural groups, as defined by each culture’s position on Hofstede’s dimensions. They explicitly map the relationship between service quality perceptions and cultural dimension positions and draw the implications for international ser...

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Bibliographic Details
Published in:Journal of service research : JSR 2000-05, Vol.2 (4), p.355-371
Main Authors: Furrer, Olivier, Liu, Ben Shaw-Ching, Sudharshan, D.
Format: Article
Language:English
Subjects:
Correlation analysis
Cross cultural studies
Cultural anthropology
Cultural differences
Culture
Customer satisfaction
Customer services
Global economy
Globalization
Hypotheses
International markets
Market segmentation
Market segments
Marketing
Multiculturalism & pluralism
Perceptions
Quality of service
Sensory perception
Statistical analysis
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Summary:The authors argue that perceptions of service quality vary across cultural groups, as defined by each culture’s position on Hofstede’s dimensions. They explicitly map the relationship between service quality perceptions and cultural dimension positions and draw the implications for international service market segmentation. They also test the hypotheses constituting their theoretical analysis. They show that the importance of SERVQUAL dimensions is correlated with Hofstede’s cultural dimensions. They also used the correlation coefficients to compute a Cultural Service Quality Index that could be used to segment international service markets and allocate resources across segments.
ISSN:1094-6705
1552-7379
DOI:10.1177/109467050024004