Assessing the cross‐cultural applicability of a service quality measure A comparative study between Quebec and Peru

Abstract

This research assesses the psychometric properties of a service quality measure applied internationally and investigates cross‐cultural differences in perceived service quality between North American and Latin American consumers. With this purpose in mind a cross‐cultural survey was conducted in which consumers evaluated the quality of supermarket services both in Quebec and in Peru. Four culture value orientations were expected to account for differences in perceived service quality: individualism, collectivism, monochronic time, and polychronic time. Confirmatory factor analysis provided support for convergent, discriminant, and nomological validities of the performance‐only items scale measuring service quality cross‐culturally. Multisample analysis using structural equation modeling showed evidence of partial invariance of the measurement model in the two samples. The relative importance of service quality dimensions was different. Responsiveness was the most important dimension for Quebecers while tangibles was the most important for Peruvians. Further research must be conducted in order to explore how cultural differences shape perceptions of service quality.