Culture and service quality expectations

Karen Meng Koon Kueh · Boo Ho Voon

162 citations0/0 files storedManaging Service Quality

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Customer Service Quality and Loyalty Service and Product Innovation Cultural Differences and Values

Abstract

Purpose The main purpose of this paper is to examine the influence of individual‐level cultural dimensions on Generation Y consumers' expectations of service quality. Design/methodology/approach Service quality and individual‐level cultural values were measured using existing scales from the literature. Factor analysis was conducted to verify the factor structures of both constructs while structural equation modeling was employed to examine the measures for cultural values and service quality dimensions. Findings Four out of the five hypotheses are supported and the last one is partially confirmed in terms of directional support. Service quality expectations are positively related to uncertainty avoidance and long‐term orientation but negatively related to power distance. Masculinity and collectivism did not have a significant relationship. Service quality was found to be a three‐factor construct consisting of tangibles, reliability and responsiveness/empathy/assurance. Cultural values were confirmed to consist of five dimensions according to Hofstede's typology. Generation Y consumers are found to be low in power distance and have high expectations of service quality. Research limitation/implications The main limitations are that the study did not distinguish between different types of full‐service restaurants in its analysis and the sample consisted of undergraduate students only. Practical implications The findings indicate the importance of measuring individual‐level cultural values which may be used as a segmentation variable to guide service delivery and resource allocation. Originality/value The study contributes to the scant research on service quality among Generation Y consumers in developing countries. It also assesses the five‐factor structure of the SERVQUAL scale in a new country setting, that is, Malaysia.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1993Cultures and Organizations: Software of the Mind.1992Measuring Service Quality: A Reexamination and Extension 1984A Service Quality Model and its Marketing Implications 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment

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