An Investigation of Korean Consumers' Service Quality Perception of Im ported Retail Services: Im plications of Consum er Ethnocentrism

Abstract

This study analyzes how consumers' level of ethnocentrism influences their perceived quality on an imported service. Design/methodology/approach: In order to do so, this study firstly utilizes five measurement items to assess consumers' level of ethnocentrism. Then, SERVQUAL (Tangibles, Reliability, Responsiveness, Assurance, and Empathy) is employed to evaluate consumers' perceived quality on the imported service. Lastly, consumers' level of ethnocentrism and their evaluation on the imported service is comparatively analyzed in order to identify the relationship between the ethnocentric customers and their evaluation on the service. Starbucks was used as the sample of an imported service. The data was collected from general Korean consumers and a total of 220 respondents participated in the survey. Findings: As a result, Reliability, Responsiveness, and Empathy factors were empirically proved to have significant relationship between consumer's ethnocentrism and consumer's perceived quality of the imported service. Based on the results, this study suggests focusing on localization of Reliability, Responsiveness, and Empathy factors when an international company expands their market to the countries with high tendency of ethnocentrism, such as: South Korea, China and the United States of America.Research limitations/implications: The sample size that was used for this study is rather small and the survey was conducted and analyzed in relatively short time period. Also, if traditional Korean coffee shops can be compared to as Starbucks in the future study, more meaningful result will be drawn. Originality/value: By demonstrating that ethnocentrism influences consumers' purchase intentions in the decision-making process through Reliability, Responsiveness, and Empathy, this study re-emphasizes the importance of localization when expanding services to countries with high levels of ethnocentrism.

The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

“…By examining these factors, the study aims to uncover the potential role of CE and the COO effect in shaping cafe preference. Specifically, CE influences individuals' choices of cafes, as those with ethnocentric tendencies tend to favor domestic restaurants over foreign ones (Oh et al, 2020;Kavak & Gumusluoglu, 2007;Bi et al, 2012). Besides, the COO effect may act as a mediator by influencing how CE influences cafe selection (Wei et al, 2021).…”

Customer Satisfaction Analysis Through Service Quality for Service Strategy Improvement Mutiareads

“…Service quality is the level of excellence expected by customers and the level of excellence is controlled with the aim of fulfilling customer desires (Rather & Camilleri, 2019). Zeithaml et al (2017) identified five main dimensions of service quality, including: capability to provide the promised service in a timely and accurate manner; willing to help customers and respond promptly to customer requests; knowledge and courtesy of employees and their ability to create trust and confidence in customers; give individual attention to customers and understand the problems faced by customers and act in the interests of customers; and appearance of the company's physical facilities, equipment, human resources, and communication materials (Oh et al, 2020).…”