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Is there really an Asian connection? Professional service quality perceptions and customer satisfaction

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  • Ueltschy, Linda C.
  • Laroche, Michel
  • Zhang, Man
  • Cho, Hyuksoo
  • Yingwei, Ren

Abstract

Scenarios involving dental services investigate whether Asian cultures are similar enough to allow standardization of service offerings. The authors control and manipulate levels of service quality and performance to yield a 2 x 2 experimental design, with Japanese, Chinese, and Korean subjects (NÂ =Â 637) selected to test the invariance of the measures. The findings yield significant cultural differences with the Chinese respondents perceiving significantly higher service quality and expressing greater customer satisfaction when performance is high and expressing less customer satisfaction when performance is low than do the Japanese and Korean respondents. Thus, even though all three countries are considered high-context cultures, having their roots in Confucianism, differences in national culture lead to the conclusion that "one size does not fit all" in terms of service offerings.

Suggested Citation

  • Ueltschy, Linda C. & Laroche, Michel & Zhang, Man & Cho, Hyuksoo & Yingwei, Ren, 2009. "Is there really an Asian connection? Professional service quality perceptions and customer satisfaction," Journal of Business Research, Elsevier, vol. 62(10), pages 972-979, October.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:10:p:972-979
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    2. Tobacyk, Jerome J. & Babin, Barry J. & Attaway, Jill S. & Socha, Stanislaw & Shows, David & James, Kevin, 2011. "Materialism through the eyes of Polish and American consumers," Journal of Business Research, Elsevier, vol. 64(9), pages 944-950, September.
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    4. RTLA De Silva & TP Ekanayake & HPDSN Karunasekara & WGAL Wijerathne & WDH De Mel, 2022. "Impact of Service Quality on Customer Satisfaction: Evidence from A Mini Supermarket," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(7), pages 628-631, July.
    5. Zhu, Ying & Freeman, Susan & Cavusgil, S. Tamer, 2018. "Service quality delivery in a cross-national context," International Business Review, Elsevier, vol. 27(5), pages 1022-1032.
    6. Diallo, Mbaye Fall & Seck, Anne Marianne, 2018. "How store service quality affects attitude toward store brands in emerging countries: Effects of brand cues and the cultural context," Journal of Business Research, Elsevier, vol. 86(C), pages 311-320.
    7. Raschke, Robyn L. & Krishen, Anjala S. & Kachroo, Pushkin & Maheshwari, Pankaj, 2013. "A combinatorial optimization based sample identification method for group comparisons," Journal of Business Research, Elsevier, vol. 66(9), pages 1267-1271.
    8. Min Zhang & Biying Jin & G. Alan Wang & Thong Ngee Goh & Zhen He, 2016. "A Study of Key Success Factors of Service Enterprises in China," Journal of Business Ethics, Springer, vol. 134(1), pages 1-14, March.

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