Cross-Cultural Similarities and Differences in Customer Expectations for Extended Service Transactions in Multinational Markets and their Reflection into Advertising Content

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In this study, business customer expectations in multinational markets were elicited in terms of attributes, consequences and personal values and their reflection in advertising was assessed. Hypotheses related to cross-cultural similarities and differences in these expectations were presented. Similarities were predicted on the basis of universality of certain marketing cues and of market-segment expectations. Difference hypotheses were derived from cross-cultural variations in degree of individualism/collectivism and economic ideology (Protestant Work Ethic vs Eastern). In-depth interviews were conducted with 92 frequent business customers of luxury hotels from North American (USA and Canada), Asian-Chinese (Mainland China and Hong Kong) and Asian-Indian (India and Pakistan). Cross-cultural similarity was observed for the importance of price and company/brand image and for business-segment consequences (e.g., saving time) and values (e.g.,accomplishment). Cross-cultural variation in expectations for business-segment attributes was observed with variation in service offerings. As expected, individualist-oriented attributes (e.g. private spaces) were given more importance by North Americans while Asians emphasized collectivist-oriented attributes (e.g., public spaces). Collectivist values (e.g., belonging, responsibility) emerged only in Asian cultures. Economic ideology differences were also confirmed: Consistent with basic PWE values, the most important consequence and its attribute antecedents expected by North-Americans (i.e., work-related attributes leading to a worry-free stay) reflected centrality of work and austerity while for Asians, the corresponding primary consequences (i.e., design and atmospherics attributes putting them in a good state of mind) were geared toward more balance in life, a basic tenet of Asian work philosophy. Cross-cultural similarities and differences observed in customer expectations were only moderately reflected in advertising content Theoretical and managerial implications of the results are discussed.