Similarities of the Latin Countries in Relation to Customer Expectations about Service Dimensions of the Hotel Service

Abstract

This research delves into the alignment of service dimensions with customer expectations in Latin countries, exploring the presence of homogeneity within this diverse group. Utilizing unidirectional ANOVA for individual service dimensions, comparisons were made between the means of the Latin cluster, the Latin European cluster, and the Latin American cluster to evaluate the uniformity of country averages. The results revealthat Latin countries do not form a homogeneous group concerning service dimensions; at least one country demonstrates distinct expectations, indicating varying customer preferences. Additionally, disparities were identified between the Latin-European cluster and the Latin American cluster. This challenges the reliance of Latin companies on cultural and historical proximity for internationalization, as customer expectations for the same service vary. Managers are urged to conduct country-specific analyses and tailor marketing strategies and service offerings to each Latin country. The cross-cultural research spans ten largely unexplored Latin countries, where the absence of consensus among authors in cultural dimension clustering underscores an incongruity in labeling Latin customers as equals with identical service expectations.