The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture
Customer satisfaction is defined as the customer's attitude towards the perceived service performance, which results from the differences in pre-existing expectations and the actual service performance. There are many factors that can lead to customer satisfaction, but instead of looking into a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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UiTM Press
2018-12-01
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| Series: | Journal of International Business, Economics and Entrepreneurship |
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/29299/1/29299.pdf |
| _version_ | 1797448365391216640 |
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| author | Abdul Hamid Abdul Halim Muhammad Hafizi Zamri Mohd Faizol Rizal Mohd Rasid |
| author_facet | Abdul Hamid Abdul Halim Muhammad Hafizi Zamri Mohd Faizol Rizal Mohd Rasid |
| author_sort | Abdul Hamid Abdul Halim |
| collection | DOAJ |
| description | Customer satisfaction is defined as the customer's attitude towards the perceived service performance, which results from the differences in pre-existing expectations and the actual service performance. There are many factors that can lead to customer satisfaction, but instead of looking into all factors, it is interesting to look at cultural differences since the study focuses on the Malaysian setting, which is known for the multicultural environment. More interestingly, businesses in Malaysia not only involve local customers, but as well as customers from Asian and Western regions. The aims of this study are to determine the relationship between individualism and collectivism towards customer service satisfaction, specifically in the retail sector which involves multinational brands as well as multicultural customers. The use of Geert Hofstede Dimension theory in this study is because it is one of the most important theory in cultural differences studies and has generated a large body of research. A quantitative method has been used and the study has been conducted on 103 respondents, 51.5 % are from Asian origin and 48.5% are of Western origin. Although both individualism and collectivism have a significant impact on customer service satisfaction in the retail sector, it is proven in this study that collectivism has more to do in determining the satisfaction level as a whole. It is recommended that further studies should be done outside of Klang Valley. Furthermore, future research should seek to expand the pool of potential explanatory variables such as how cultural differences factor can help influence customer satisfaction. |
| first_indexed | 2024-03-09T14:09:17Z |
| format | Article |
| id | doaj.art-e7b21ab7ba0243fda94a36973de07721 |
| institution | Directory Open Access Journal |
| issn | 2550-1429 |
| language | English |
| last_indexed | 2024-03-09T14:09:17Z |
| publishDate | 2018-12-01 |
| publisher | UiTM Press |
| record_format | Article |
| series | Journal of International Business, Economics and Entrepreneurship |
| spelling | doaj.art-e7b21ab7ba0243fda94a36973de077212023-11-29T16:50:32ZengUiTM PressJournal of International Business, Economics and Entrepreneurship2550-14292018-12-013SI232910.24191/jibe.v3iSI.14421The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western CultureAbdul Hamid Abdul Halim0Muhammad Hafizi Zamri1Mohd Faizol Rizal Mohd Rasid2Faculty Business and Management, Universiti Teknologi MARA, Shah Alam, SelangorFaculty Business and Management, Universiti Teknologi MARA, Shah Alam, SelangorFaculty Business and Management, Universiti Teknologi MARA, Shah Alam, SelangorCustomer satisfaction is defined as the customer's attitude towards the perceived service performance, which results from the differences in pre-existing expectations and the actual service performance. There are many factors that can lead to customer satisfaction, but instead of looking into all factors, it is interesting to look at cultural differences since the study focuses on the Malaysian setting, which is known for the multicultural environment. More interestingly, businesses in Malaysia not only involve local customers, but as well as customers from Asian and Western regions. The aims of this study are to determine the relationship between individualism and collectivism towards customer service satisfaction, specifically in the retail sector which involves multinational brands as well as multicultural customers. The use of Geert Hofstede Dimension theory in this study is because it is one of the most important theory in cultural differences studies and has generated a large body of research. A quantitative method has been used and the study has been conducted on 103 respondents, 51.5 % are from Asian origin and 48.5% are of Western origin. Although both individualism and collectivism have a significant impact on customer service satisfaction in the retail sector, it is proven in this study that collectivism has more to do in determining the satisfaction level as a whole. It is recommended that further studies should be done outside of Klang Valley. Furthermore, future research should seek to expand the pool of potential explanatory variables such as how cultural differences factor can help influence customer satisfaction.https://ir.uitm.edu.my/id/eprint/29299/1/29299.pdfindividualismcollectivismcustomer satisfactionhofstede theorycultural differences |
| spellingShingle | Abdul Hamid Abdul Halim Muhammad Hafizi Zamri Mohd Faizol Rizal Mohd Rasid The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture Journal of International Business, Economics and Entrepreneurship individualism collectivism customer satisfaction hofstede theory cultural differences |
| title | The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture |
| title_full | The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture |
| title_fullStr | The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture |
| title_full_unstemmed | The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture |
| title_short | The Effect of Individualism and Collectivism on Customer Satisfaction in Retail Sector: Asian versus Western Culture |
| title_sort | effect of individualism and collectivism on customer satisfaction in retail sector asian versus western culture |
| topic | individualism collectivism customer satisfaction hofstede theory cultural differences |
| url | https://ir.uitm.edu.my/id/eprint/29299/1/29299.pdf |
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