Culture and personal values: How they influence perceived service quality |
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Authors: | Riadh Ladhari Frank Pons |
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Institution: | a Faculty of Business Administration, Laval University, Quebec, Canadab Holder of the e-Commerce and Retail Chair, BEM-Bordeaux Management School, France |
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Abstract: | This research analyzes the effects of culture and personal values on perceived service quality. Data on bank service quality are collected from 509 Canadian and 216 French users. The results confirm that power distance and uncertainty avoidance influence perceived service quality. Personal values such as self-fulfillment, self-respect, sense of accomplishment, and security also influence perceived service quality. The study findings show that the effects of personal values (micro-level variables) and culture (macro-level variable) on perceived service quality are distinct. |
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Keywords: | Culture Personal values Service quality |
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