Abstract
The delivery of superb service quality has captured increasing attention from both academic researchers and practitioners. The purpose of this study is to examine the influence of individual-level cultural values on overall service quality expectations. Results from a sample of 487 Vietnamese customers confirm a significant relationship between service quality expectations and four cultural dimensions of collectivism, uncertainty avoidance, power distance and long-term orientation. Within these cultural values, collectivism is the best predictor that contributes to the variance of service quality expectations, followed by uncertainty avoidance and power distance, respectively. This study extends existing research relating to cultural influences on service quality, and suggests managerial implications that service providers should incorporate customers’ cultural values in the processes of market segmentation, customer relationship management and informational interventions.
Highlights
Services sector contributes significantly to the world economy, including transitional economies such as Vietnam
The purpose of this study is to examine the influence of individual-level cultural values on overall service quality expectations
Results from a sample of 487 Vietnamese customers confirm a significant relationship between service quality expectations and four cultural dimensions of collectivism, uncertainty avoidance, power distance and long-term orientation
Summary
Services sector contributes significantly to the world economy, including transitional economies such as Vietnam. Services have been identified as the growth engine of Vietnam in its transformation into a hybrid economy (Alejandro et al, 2012), and as the key to sustainable growth (UNDP, 2005). High growth rate and intensifying competition lead services providers to attempt to deliver superior service quality. This highlights the importance of research on service quality and its determinants in the context of Vietnam. Research findings would contribute to more complete understanding of this important topic; they would be beneficial to both academic researchers and practitioners
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