Service expectations and cultural values: a study on the Celcom's customers / Shahraizan Sajali

The service sector has been growing rapidly, where most of the country shifts from manufacturing-based economy to service economy. Malaysia was not exceptional to this movement. As we can see that the number of service organizations has been growing rapidly. Telecommunication industry is one of the very competitive service sectors. All the telecommunication companies offer the similar product and services to the consumers. Many factors can be impacted the service expectation, such as pricing, personnel, promotion and others. This research focused on the service expectations and cultural value. Each subject consist of five dimensions as follows: Service expectations – Tangibles, Reliability, Responsiveness, Assurance and Empathy Cultural value – Individualism, Uncertainty Avoidance, Masculinity, Power Distance and Long Term Orientation.