engleski

A Tale Of Two Nations – Empirical Examination of Influence of National Culture on Perceived Service Quality

This paper presents an examination of national culture’s influence on perceptions of service quality. Direct measurement based approach towards measuring perceived service quality is adopted and implemented in this research, while national culture is conceptualized using Hofstede’s framework. A review of previous studies linking dimensions of national culture with perceived service quality dimensions is undertaken and used as a basis upon which differences between service quality perceptions between national groups are hypothesized. Empirical research was undertaken using a sample of hotel guests from two national groups. By means of regression analysis, contribution of service quality dimensions in explaining total perceived service quality across two national samples was observed. Analysis of empirical data confirmed hypothesized differences between national samples. Finally, an analysis and discussion of research result’s implications for services marketing theory and practice is provided.

services marketing; perceived service quality; national culture

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