Assessing the cross‐cultural applicability of a service quality measure A comparative study between Quebec and Peru

Abstract

This research assesses the psychometric properties of a service quality measure applied internationally and investigates cross-cultural differences in perceived service quality between North American and Latin American consumers. With this purpose in mind a crosscultural survey was conducted in which consumers evaluated the quality of supermarket services both in Quebec and in Peru. Four culture value orientations were expected to account for differences in perceived service quality: individualism, collectivism, monochronic time, and polychronic time. Confirmatory factor analysis provided support for convergent, discriminant, and nomological validities of the performance-only items scale measuring service quality crossculturally. Multisample analysis using structural equation modeling showed evidence of partial invariance of the measurement model in the two samples. The relative importance of service quality dimensions was different. Responsiveness was the most important dimension for Quebecers while tangibles was the most important for Peruvians. Further research must be conducted in order to explore how cultural differences shape perceptions of service quality.

Perceptions of Service Quality and Behavioral Intentions: A Mediation Effect of Patient Satisfaction in the Private Health Care in Malaysia

“…A sample size of 300 was chosen for this study, keeping in mind the average size of samples used by other researchers in similar studies such as Alrubaiee and Alkaa'ida, (2011) (Espinoza, 1999). The criterion of inclusion in this study is the local and foreign outpatients who have utilized the health care services at the private hospitals within the last 12 months.…”

Consumers' corporate social responsibility and corporate ability associations as predictors of reputation: Developing countries under analysis

“…The effectiveness of PCSR on PCR (H1) was not always confirmed. In Brazil, China, and South Africa—that is, collectivistic countries (Donoghue et al, ; Morales Espinoza, ; Zhang et al, )—PCSR was found to be significant and positive when directly relating with PCR, whereas in the Russia and India—that is, individualistic countries (Mattila, ; Morgeson et al, )—it was not found to be significant.…”

“…Collectivistic cultures emphasise individuals' cooperation, favouring the importance of the group's objectives instead of those of the individual, and tend to behave in accordance with social norms (Liu & McClure, ; Morales Espinoza, ). Consequently, consumers from collectivistic cultures tend to emphasise the importance of activities that favour social responsiveness and, thus, PCSR.…”

“…From a geographical perspective, previous authors have demonstrated that European countries, North‐American countries, and Russia have relatively individualistic cultures, whereas Latin‐American, East Asian, and African countries have more collectivistic cultures (Donoghue et al, ; Morales Espinoza, ; Morgeson et al, ). East Asian countries tend to be divided into two groups: Confucianism (e.g., China and Korea) and non‐Confucianism countries (e.g., India and Pakistan).…”

Can High-Tech Companies Enhance Employee Task Performance through Organizational Commitment?

“…Additionally, in terms of discriminant validity (see Table 5), Espinoza (1999) considered the average variation extraction value of a certain latent variable must be larger than the square of the correlation coefficient of a random pair of latent variables on non-diagonal. This is called having discriminant validity capacity.…”