IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v15y2023i3p12-18.html
   My bibliography  Save this article

A Comparative Analysis of Individualism and Collectivism Effects on Customer Satisfaction in the Retail Sector: Examining Asian and Western Cultures

Author

Listed:
  • Abdul Hamid Abdul Halim
  • Wan Soraya Wan Abdul Ghani

Abstract

Customer satisfaction is the result of a customer's assessment of how well a service has performed, stemming from the differences between their initial expectations and the actual service they have encountered. While various elements play a role in shaping customer satisfaction, numerous factors come into play. This study focuses on exploring cultural differences, considering the multicultural environment of Malaysia. This is particularly intriguing since businesses in Malaysia cater to both local and international customers from Asian and Western regions. The objective of this study is to examine the correlation between individualism and collectivism about customer service satisfaction, with a specific focus on the retail sector involving multinational brands and diverse customers. The utilization of Geert Hofstede's Dimension theory is justified as it is a widely recognized framework for cultural differences research. A quantitative methodology was employed, surveying 103 participants, with 51.5% originating from Asian cultures and 48.5% from Western cultures. The findings demonstrate that while both individualism and collectivism significantly influence customer service satisfaction in the retail sector, collectivism plays a more significant role in determining overall satisfaction levels. To enhance the understanding of this topic, it is suggested that future studies expand beyond the Klang Valley area and explore additional explanatory variables that consider the impact of cultural differences on customer satisfaction.

Suggested Citation

  • Abdul Hamid Abdul Halim & Wan Soraya Wan Abdul Ghani, 2023. "A Comparative Analysis of Individualism and Collectivism Effects on Customer Satisfaction in the Retail Sector: Examining Asian and Western Cultures," Information Management and Business Review, AMH International, vol. 15(3), pages 12-18.
  • Handle: RePEc:rnd:arimbr:v:15:y:2023:i:3:p:12-18
    DOI: 10.22610/imbr.v15i3(I).3512
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3512/2251
    Download Restriction: no

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3512
    Download Restriction: no

    File URL: https://libkey.io/10.22610/imbr.v15i3(I).3512?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    2. Viken, Arvid & Höckert, Emily & Grimwood, Bryan S.R., 2021. "Cultural sensitivity: Engaging difference in tourism," Annals of Tourism Research, Elsevier, vol. 89(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    4. Guia, Jaume & Jamal, Tazim, 2023. "An affective and posthumanist cosmopolitan hospitality," Annals of Tourism Research, Elsevier, vol. 100(C).
    5. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).
    6. Cleveland, Mark & Bartikowski, Boris, 2023. "Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad," Journal of Business Research, Elsevier, vol. 155(PB).
    7. Gwenaëlle Oruezabala & Cristina Olarte-Pascual & Eva Reinares-Lara & Jorge Pelegrin-Borondo, 2023. "Wine culture as a lever for developing new markets: the case of RIOJA [La culture du vin comme levier de développement de nouveaux marchés : Le cas du RIOJA]," Post-Print hal-04284352, HAL.
    8. Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
    9. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    10. Beatriz Feijoo & Luisa Zozaya & Charo Sádaba, 2023. "Do I question what influencers sell me? Integration of critical thinking in the advertising literacy of Spanish adolescents," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    11. Santos, Susana & Gonçalves, Helena Martins, 2021. "The consumer decision journey: A literature review of the foundational models and theories and a future perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    12. Saeed Abbas Shah & Qasim Raza & Huzaifa Ather Rajar & Mirza Talha Baig & Salman Ahmed Mithiani & Munzir Ahmed & Muhammad Shoaib & Sidra Malik, 2024. "Consumer Behavior and Preferences Shift: The Impact of Boycotting Imported Brands on Local Product Demand," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 455-467.
    13. Jared M. Hansen & Paul Wilson, 2023. "Modeling and explaining the growth patterns over time of country-specific website clickstream metrics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 561-576, December.
    14. Colmekcioglu, Nazan & Marvi, Reza & Foroudi, Pantea & Okumus, Fevzi, 2022. "Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews," Journal of Business Research, Elsevier, vol. 153(C), pages 235-250.
    15. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    16. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Klaus, Phil & Kuppelwieser, Volker G. & Heinonen, Kristina, 2023. "Quantifying the influence of customer experience on consumer share-of-category," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    18. Timoumi, Ahmed & Gangwar, Manish & Mantrala, Murali K., 2022. "Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research," Journal of Retailing, Elsevier, vol. 98(1), pages 133-151.
    19. Taiye Tairat Borishade & Rowland Worlu & Olaleke Oluseye Ogunnaike & Deborah Oluwaseun Aka & Joy Ifiavor Dirisu, 2021. "Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution," Sustainability, MDPI, vol. 13(12), pages 1-9, June.
    20. Li, Shenyu & Popkowsky Leszczyc, Peter T.L. & Qiu, Chun, 2023. "International retailer performance: Disentangling the interplay between rule of law and culture," Journal of Retailing, Elsevier, vol. 99(2), pages 193-209.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:15:y:2023:i:3:p:12-18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.