The influence of individualism on customer satisfaction, perceived quality, and perceived value  

Oleh:

Abulaiti, Gulimire ; Frank, Björn ; Enkawa, Takao

Jenis: Article from Proceeding
Dalam koleksi: ANQ Congress 19-22 October 2010 New Delhi, page 1-10.
Topik: Customer Satisfaction; Horizontal Individualism; Perceived Quality; Perceived Value; Vertical Individualism
Fulltext: JSQC_Gulimire_Abulaiti_The_Influences_of_Individualism.pdf (219.15KB)

Isi artikel

Customer satisfaction is crucial for firms to gain long-term profitability. Individualism vs. collectivism is an important cultural dimension influencing consumer attitudes and behavior. This study conducts a questionnaire survey targeting consumers in Bolivia, China, Germany, Japan, Thailand, and the USA to explore the effects of both horizontal and vertical individualism vs. collectivism on customer satisfaction, perceived quality, and perceived value. The results show that horizontal individualism vs. collectivism influences customer satisfaction, perceived quality, and perceived value positively, whereas vertical individualism vs. collectivism influences them negatively.

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