Interesting Results
Even Online, Culture Matters
Many people think of cyberspace as either being free of culture or as having a culture of its own, but a recent study shows that national culture has implications on- as well as off-line. Post-sales service delivered online to 7657 customers from 11 countries by a major multinational office equipment manufacturer was investigated. The study built on previous research showing that perceptions of service quality influence customer satisfaction, but this study showed that when it comes to post-sales service delivered online, this relationship is moderated by cultural characteristics. It showed that the link between service quality and customer satisfaction is strongest in the following types of cultures:
- Individualistic cultures (such as the U.S.A., but unlike those in Asia).
- Masculine cultures (these are cultures that tend to be competitive like Japan rather than nurturing like Sweden).
- Those with high power-distances (these are countries such as those in Latin America, but unlike those in Scandinavia, which place great importance on authority).
- Cultures (like Jamaica but unlike Great Britain) in which uncertainty doesn’t cause great concern.