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Article
Publication date: 19 November 2008

Linda C. Ueltschy, Michel Laroche, Paulo Rita and Claudia Bocaranda

This study investigated the viability of using a Pan‐European approach for professional service offerings in Europe by first establishing measurement equivalence and then…

Abstract

This study investigated the viability of using a Pan‐European approach for professional service offerings in Europe by first establishing measurement equivalence and then exploring the influence of culture on service quality and customer satisfaction. Utilizing scenarios involving a dental office visit, respondents from Portugal, France, and Germany participated in a 2X2 factorial experiment in which the researchers manipulated both expectations (low/high) and service performance (low/high). Respondents from France and Portugal expressed similar levels of customer satisfaction and perceived service quality, which were significantly different from those of the German respondents except when both expectations and performance were low.

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Multinational Business Review, vol. 16 no. 3
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 17 June 2004

Linda C. Ueltschy, Robert F. Krampf and Peter Yannopoulos

Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of…

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1179

Abstract

Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.

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Multinational Business Review, vol. 12 no. 2
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 18 September 2007

Linda C. Ueltschy, Michel Laroche, Axel Eggert and Uta Bindl

This study aims to examine the applicability of key measures of service quality and customer satisfaction in a cross‐cultural setting, first establishing measurement…

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8757

Abstract

Purpose

This study aims to examine the applicability of key measures of service quality and customer satisfaction in a cross‐cultural setting, first establishing measurement equivalence and then investigating the impact of culture on these measures.

Design/methodology/approach

Using scenarios involving a visit to the dentist's office, respondents from Germany, Japan, and the USA participated in a 2 × 2 factorial experiment in which the authors manipulated both expectations (low/high) and service performance (low/high).

Findings

Regardless of expectations, when performance was low, the low‐context respondents (USA and Germany) perceived lower quality than did the respondents from the high‐context country (Japan), but gave higher quality ratings than did the Japanese respondents when the performance was high.

Practical implications

The findings of this study highlight the necessity of considering culture when interpreting customer satisfaction ratings.

Originality/value

This research adds credence to the paramount role culture plays in consumers' ratings of perceived service quality and customer satisfaction.

Details

Journal of Services Marketing, vol. 21 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 June 2001

Sandipa Dublish

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to…

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1486

Abstract

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 10 October 2008

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501

Abstract

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Journal of Services Marketing, vol. 22 no. 7
Type: Research Article
ISSN: 0887-6045

Content available
Article
Publication date: 18 September 2007

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377

Abstract

Details

Journal of Services Marketing, vol. 21 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 7 June 2021

Promporn Wangwacharakul, Silvia Márquez Medina and Bozena Bonnie Poksinska

Customers from different cultures might have different expectations and perceptions of quality, leading to different levels of satisfaction. Together with the construct…

Abstract

Purpose

Customers from different cultures might have different expectations and perceptions of quality, leading to different levels of satisfaction. Together with the construct and measurement equivalence issues of cross-cultural surveys, this raises the question of the comparability of customer satisfaction measurements across countries. The purpose of this study is to evaluate the survey method of anchoring vignettes as a tool for improving the comparability of customer satisfaction measurements across countries and to shed some light on cultural influences on customer satisfaction measurements.

Design/methodology/approach

Based on the models of American Customer Satisfaction Index and European Performance Satisfaction Index, the authors designed and conducted a survey using the method of anchoring vignettes to measure and compare customer satisfaction with mobile phone services in four countries – Costa Rica, Poland, Sweden and Thailand. The survey was carried out with young adults aged 20–30 years, who were mostly university students.

Findings

This study demonstrates how anchoring vignettes can be used to mitigate cultural bias in customer satisfaction surveys and to improve both construct and measurement equivalence of the questionnaire. The results show that different conclusions on cross-cultural benchmarking of customer satisfaction would be drawn when using a traditional survey compared to the anchoring vignettes method.

Originality/value

This paper evaluates the survey method of anchoring vignettes as a potential quantitative research method for studying customer satisfaction across countries. The results also contribute to customer satisfaction research as these shed some light onto how culture influences customer satisfaction measurements. The practical implication for firms and managers is that allocating resources among different countries based on traditional customer satisfaction surveys may be misleading.

Details

International Journal of Quality and Service Sciences, vol. 13 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

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