Cultural Influences on Service Quality Expectations
研究了消费者的文化取向如何影响其对服务质量的期望，发现低权力距离、个人主义、高不确定性规避和短期导向的消费者有更高的整体服务质量期望。
Service quality has been conceptualized as the difference between perceived service performance and expected service level. The authors study the effect of consumers' cultural orientation on their service quality expectations. Using the Hofstede dimensions of culture operationalized at the individual level and the dimensions of service quality from the SERVQUAL scale, they develop and test hypotheses relating dimensions of culture with overall service expectations and dimensions of those expectations. Results show that consumers low on power distance have high overall service quality expectations and expect responsive and reliable service. Individualistic consumers have high overall service quality expectations and expect empathy and assurance from the service provider Consumers high on uncertainty avoidance and short-termoriented consumers have high overall service quality expectations.