By Franziska Krüger
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Additional resources for The Influence of Culture and Personality on Customer Satisfaction: An Empirical Analysis across Countries
97 This is especially a problem in large countries, for example India, China, or Russia, as more than one cultural value system might be observable within one country. Further, scholars criticized that the identification process of the dimensions is rather empirically driven than theoretically derived and that data was collected within one corporation only. 98 Although Hofstede originally applied his framework to human resource management, it has been extensively used in marketing studies. The cultural background influences individuals in their perception of their environment and their interaction with others.
P. 277. , Soares/Farhangmehr/Shoham (2007), pp. 277-284; Zhang/Beatty/Walsh (2008), pp. 213-220. 68 See Zhang/Beatty/Walsh(2008), pp. 221-222. 69 See Usunier/Lee (2005), p. 11. 70 Religion can be defined as a system of shared beliefs and rituals. 71 The family background in terms of the role of parents and the relationship to ancestors also shape values and norm of individuals. It is also the case for the perception of specific gender roles. This refers for example to the organization of the relationship between women and men within groups or the division of labor and roles.
Another challenge, when formulating the research problem, is the metric equivalence. It addresses the comparability of the psychometric properties of data sets across nations. It is essential that comparability of behavior, explanatory models, and constructs across cultures is established. These two forms of equivalence need to be considered already in the first step to minimize the potential for bias in the following steps. Further, an appropriate research approach needs to be identified to account for culture.
The Influence of Culture and Personality on Customer Satisfaction: An Empirical Analysis across Countries by Franziska Krüger