Cultural Sensitivity to Satisfaction and Service Quality Measures

Linda C. Ueltschy · Robert F. Krampf

90 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Abstract

This study uses a dental setting to test cultural sensitivity to several existing scales for measuring satisfaction and service quality. Expected level of service and performance were controlled and manipulated by using a two by two experimental design. Hispanics, specifically Mexican-Americans, were chosen as the ethnic group to test cultural sensitivity. The sample consisted of 378 adult respondents primarily from metropolitan El Paso, Texas. Findings indicate that the satisfaction and service quality scales tested were indeed culturally sensitive, with Mexican-Americans indicating significantly higher levels of satisfaction expressed and service quality perceived at the .05 level than Anglos in the same service situation.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2025Advances in Consumer Research 1992Measuring Service Quality: A Reexamination and Extension 1984A Service Quality Model and its Marketing Implications 2010Satisfaction: a behavioral perspective on the consumer 2018Culture's Consequences 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1996The American Customer Satisfaction Index: Nature, Purpose, and Findings

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