The concept of culture

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p5
This article summarizes the research 'Service Quality Perceptions and Customer Satisfaction: Evaluating the Role of Culture' by Michel Laroche, Linda C. Ueltschy, Shuzo Abe, Mark Cleveland, and Peter P. Yannopoulos, published in the September 2004 issue of 'Journal of International Marketing'. As firms increasingly reach out over national borders, it is crucial for managers to grasp how culture might influence customer perceptions of service quality and subsequent expressions of satisfaction. This could have critical implications for how global service providers allocate resources in different cultures. In their article, Laroche, et al., present the results of a cross-cultural study with respondents in the U.S., Canada, and Japan. The authors go on to advise international managers to exercise caution when attempting to assess customers' perceptions of service quality and levels of satisfaction, particularly when extending techniques that have proved successful in home markets. Despite translation, the interpretation and meaning attached to particular terms can vary substantially across cultures, which can lead to biased responses and to ill-conceived service improvement interventions.


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