Cultural Orientation and Customer Satisfaction. A study of African Airlines
The extent to which members of different cultures vary in their reactions to uncertainty can have a major impact on how perceived service quality affects customer satisfaction. This is so particularly to service industries in an era of rapid internationalization. Thus, the objective of this paper was to investigate the effect of cultural orientation on customer satisfaction in the context of an airline. The sample consisted of 750 customers drawn from 9 selected African Airlines, selected through stratified and simple random sampling techniques. Before testing the hypotheses testing, data collection instruments were purified by utilizing a structure model equation and confirmatory factor analysis. The findings of this study show that cultural orientation had a positive and significant influence on customer satisfaction among African airlines. Insight on using culture for directing resources where quality investments are needed most is provided to managers. Given the novelty of the findings, the study recommends that African airlines must invest heavily in cultural orientation to foster identity, commitment, attitudinal and behavioral, which fosters long-term customer satisfaction.
Keywords: Cultural Orientation, Customer Satisfaction, Service Quality, Customer Loyalty
Agag, G. M., & El-Masry, A. A. (2016). Cultural and religiosity drivers and satisfaction outcomes of consumer perceived deception in online shopping. Internet Research, 26(4), 942-962.
Agrebi, S., & Jallais, J. (2015). Explain the intention to use smartphones for mobile shopping. Journal of retailing and consumer services, 22, 16-23.
Bellou, V. (2007). Achieving long-term customer satisfaction through organizational culture: Evidence from the health care sector. Managing Service Quality: An International Journal, 17(5), 510-522.
Brady, M. K., Cronin Jr, J. J., & Brand, R. R. (2002). Performance-only measurement of service quality: a replication and extension. Journal of business research, 55(1), 17-31.
Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of consumer marketing, 18(4), 332-347.
Donthu, N., & Yoo, B. (1998). Cultural influences on service quality expectations. Journal of service research, 1(2), 178-186.
Furrer, O., Liu, B. S. C., & Sudharshan, D. (2000). The relationships between culture and service quality perceptions: Basis for cross-cultural market segmentation and resource allocation. Journal of service research, 2(4), 355-371.
Gergen, K. J., Gulerce, A., Lock, A., & Misra, G. (1996). Psychological science in cultural context. American psychologist, 51(5), 496.
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40-57.
Haryanto, J. O., Moutinho, L., & Coelho, A. (2016). Is brand loyalty really present in the children's market? A comparative study from Indonesia, Portugal, and Brazil. Journal of Business Research, 69(10), 4020-4032.
Hofstede, G. (1980). Cultureâ€™s consequencesâ€”international differences in work-related values. Beverly Hills, London: Sage Publications.
Hofstede, G., Hofstede, G. J. & Minkov, M. (2010). Cultures and Organizations: Software of the Mind (Rev. 3rd ed.). New York: McGraw-Hill
Jiang, J. J., Klein, G., & Crampton, S. M. (2000). A note on SERVQUAL reliability and validity in information system service quality measurement. Decision Sciences, 31(3), 725-744.
Jin Hoare, R., & Butcher, K. (2008). Do Chinese cultural values affect customer satisfaction/loyalty?. International Journal of Contemporary Hospitality Management, 20(2), 156-171.
Kim, J. O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Cross-cultural consumer values, needs and purchase behavior. Journal of Consumer marketing, 19(6), 481-502.
Laroche, M., Ueltschy, L. C., Abe, S., Cleveland, M., & Yannopoulos, P. P. (2004). Service quality perceptions and customer satisfaction: evaluating the role of culture. Journal of International Marketing, 12(3), 58-85.
Lee, K., Joshi, K., & McIvor, R. (2007,). Understanding multicultural differences in online satisfaction. In Proceedings of the 2007 ACM SIGMIS CPR conference on Computer personnel research: The global information technology workforce (pp. 209-212). ACM
Malai, V., & Speece, M. (2005). Cultural impact on the relationship among perceived service quality, brand name value, and customer loyalty. Journal of International Consumer Marketing, 17(4), 7-39.
Olatokun, W. M., & Ojo, F. O. (2016). Influence of service quality on consumersâ€™ satisfaction with mobile telecommunication services in Nigeria. Information Development, 32(3), 398-408.
Oliver Richard, L. (1997). Satisfaction: A behavioral perspective on the consumer. New York Ëˆ NY: Irwin-McGraw-Hill.
Reimann, M., LÃ¼nemann, U. F., & Chase, R. B. (2008). Uncertainty avoidance as a moderator of the relationship between perceived service quality and customer satisfaction. Journal of Service Research, 11(1), 63-73.
Roosa, M. W., Dumka, L. E., Gonzales, N. A., & Knight, G. P. (2002). Cultural/ethnic issues and the prevention scientist in the 21st century. Prevention & Treatment, 5(1), 5a.
Samuel Craig, C., & Douglas, S. P. (2006). Beyond national culture: implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342.
Straughan, R. D., & Albers-Miller, N. D. (2001). An international investigation of cultural and demographic effects on domestic retail loyalty. International Marketing Review, 18(5), 521-541.
Tsai, W., & Lau, A. S. (2013). Cultural differences in emotion regulation during self-reflection on negative personal experiences. Cognition & emotion, 27(3), 416-429.
Tsoukatos, E., & Rand, G. K. (2007). Cultural influences on service quality and customer satisfaction: evidence from Greek insurance. Managing Service Quality: An International Journal, 17(4), 467-485.
Winsted, K. F. (1997). The service experience in two cultures: A behavioral perspective. Journal of Retailing, 73(3), 337-360.
Zhang, J., Beatty, S. E., & Walsh, G. (2008). Review and future directions of cross-cultural consumer services research. Journal of Business Research, 61(3), 211-224.