The Role of Subjective Culture on Consumer Perception towards Service Quality Delivery

Objective: The purpose of this paper is to describe the role of subjective culture in influencing the relationship between service quality and consumer perception. Theoretical framework of this conceptual paper developed based on The Rater Model by relating the model with Subjective cultureMethodology: This research is a conceptual paper. The secondary data research was conducted to support this study. The data were gathered from the valuable resources such as articles, books, and on-line information. This paper is aimed to describe how subjective culture holds the crucial role in shaping consumer perception toward service quality delivery.Results: Through the empirical research analysis, it was resulted that the subjective culture plays the important role in shaping consumer perception toward the service quality delivery.Implication: This research contributes to knowledge and increases the understanding of existing literature on Subjective culture, service quality, and consumer perception. This research is expected can be used for additional refference to academicians and practitioners by fully understanding that consumer perception is closely connected with subjective assessment which are influenced by consumers' belief, attitude, norm, roles, task, values (the elements of subjective culture ). By having deep understanding about the effect of subjective culture on perception of the consumer toward the quality of service delivery, it will enable the organization to design service quality standard that match with consumers' demand in based on their background and expectation.