The effect of individualism and collectivism on customer satisfaction in retail sector asian versus western culture / Abdul Hamid Abdul Halim, Muhammad Hafizi Zamri and Mohd Faizol Rizal Mohd Rasid

Abdul Halim, Abdul Hamid and Zamri, Muhammad Hafizi and Mohd Rasid, Mohd Faizol Rizal (2018) The effect of individualism and collectivism on customer satisfaction in retail sector asian versus western culture / Abdul Hamid Abdul Halim, Muhammad Hafizi Zamri and Mohd Faizol Rizal Mohd Rasid. Journal of International Business, Economics and Entrepreneurship (JIBE), 3 (SI). pp. 23-29. ISSN 2550-1429

Abstract

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.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Abdul Halim, Abdul HamidUNSPECIFIED
Zamri, Muhammad HafiziUNSPECIFIED
Mohd Rasid, Mohd Faizol RizalUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship (JIBE)
Journal: UiTM Journal > Journal of International Business, Economics and Entrepreneurship
ISSN: 2550-1429
Volume: 3
Number: SI
Page Range: pp. 23-29
Item ID: 29299
Uncontrolled Keywords: Individualism-; Collectivism; Customer Satisfaction; Hofstede Theory; Cultural Differences
URI: http://ir.uitm.edu.my/id/eprint/29299

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