IMPACT OF CULTURAL ORIENTATION ON SERVICE QUALITY DIMENSIONS

Swati Sharma
2014 unpublished
Service quality and culture studies have traditionally used polar opposite cultures to make their case. This paper explores the existence of value variations within apparently homogenous groups. It is argued that the knowledge of this spectrum of value orientations will enhance the service marketers' ability to 'customize' services as they enter new markets or introduce service innovations. A study conducted among 712 Indian university students produced 2 significantly different value clusters.
more » ... ent value clusters. Variance analysis showed that these clusters labeled as Conformers and Adaptors have significantly different impact on service quality dimensions. The findings support the argument that service quality and culture studies must examine between as well as within culture variations.
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