文章基本信息

标题：The Influence of Value Orientations on Service Quality Perceptions in a Mono-Cultural Context: An Empirical Study of Malay University Students
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作者：Hazman Shah Abdullah ; Razmi Chik
期刊名称：Pertanika Journal of Social Sciences & Humanities
印刷版ISSN：0128-7702
电子版ISSN：2231-8534
出版年度：2002
卷号：10
期号：2
出版社：Universiti Putra Malaysia
摘要：Service quality and culture studies have traditionally used polar opposite cultures to make their case. This paper argues that these cultural extremes conceal significant variations in culture and has implications for service design, delivery and quality. The study explores the existence of value variations within ostensibly homogenous groups. It is posited that the knowledge of these spectrum of value orientations will enhance the service marketers' ability to 'situate' services as they enter new markets or introduce service innovations. A study conducted among 712 Malay university students produced 2 significantly different value clusters. Variance analysis showed that these clusters labeled as True Traditionalist and Transitory Traditionalist have significantly different impact on service quality dimensions. The findings support the argument that service quality and culture studies must examine between as well as within culture variations.
关键词：Service quality; culture studies; value variations; variance analysis