Hofstede’s Cultural Dimensions and Accountants: A Re-Analysis and Some Further Evidence from Tunisia

How Shopping Mall Service Quality Affects Customer Loyalty Across Developing Countries: The Moderation of the Cultural Context

“…In short, cultures with a low level of uncertainty avoidance do not rely on rule-oriented mechanisms to mitigate uncertainty, tolerate risk taking, and remain open to change (Hofstede 2001), so customers in these cultures should be more satisfied with and loyal to relatively novel shopping malls. Because Tunisia and Morocco score higher on uncertainty avoidance than Senegal (Hofstede 2016; Triki et al 2012), we predict: H 6 : The effect of satisfaction with the mall on customer loyalty toward the mall is stronger in low-uncertainty-avoidance (Senegal) than in high-uncertainty-avoidance (Morocco and Tunisia) countries. …”

“…Because customers with a long-term orientation care about the future (Hofstede 2001), they likely embrace utilitarian values (e.g., importance of saving) and remain loyal to shopping malls, due to the potential to gain rewards over time. Senegal (25) and Tunisia (26) score higher on long-term orientation than Morocco (14) (Hofstede 2016; Triki et al 2012), so we expect the effect of mall perceived value on customer loyalty to be stronger in Senegal and Tunisia than in Morocco. That is, H 5 : The effect of mall perceived value on customer loyalty to the mall is stronger in long-term-oriented (Senegal and Tunisia) than in short-term-oriented (Morocco) countries. …”

“…Power distance and indulgence scores are not available for one of the countries we study (Tunisia), and all three countries have similar masculinity–femininity scores. According to data provided by Hofstede (2016) and Triki et al (2012), Tunisia scores higher on individualism (86) than Morocco (46) and Senegal (25). Tunisia and Morocco have close scores on uncertainty avoidance (73 and 68, respectively) but higher ratings than Senegal (55).…”

“…In summary, because they bond with service providers, customers in collectivist countries likely expect greater service quality and should be more loyal (Donthu and Yoo 1998; Mufune 2003; Mattison Thompson, Newman, and Liu 2014). Morocco and Senegal exhibit higher levels of collectivism than Tunisia (Hofstede 2016; Triki et al 2012), so the effect of service quality and its specific dimensions on loyalty should be stronger in those two countries. Formally, we hypothesize: H 4 : The effect of mall service quality and its specific dimensions on customer loyalty to shopping malls is stronger in collectivist (Senegal and Morocco) than in individualist (Tunisia) countries. …”

Does culture affect the relationships among utilitarian and non-utilitarian values, satisfaction and loyalty to shopping centres? Evidence from two Maghreb countries

“…Berbers in Morocco express a particular desire to achieve more parity and to use Berber as an official language such as Arabic. Consistent with its lower level of individualism than Tunisia (Hofstede, 2016; Triki et al , 2012), Moroccans tend to rely on traditional values more than do consumers from Tunisia.…”