Individual’s Cultural Orientation and Perceived Service Quality in the Hospitality Industry
Individual’s Cultural Orientation and Perceived Service Quality in the Hospitality Industry
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Date
2019-04-04
Authors
Pomegb, Wisdom Wise Kwabla
Dogbe, Courage Simon Kof
Sarsah, Sampson Ato
Otoo, Charles Oduro Acheampong
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Management, Accounting and Economics
Abstract
The study assessed the effects of individual’s cultural orientation on
perceived service quality in the hospitality industry. The study focused on nine
(9) rated hotels (3 to 5-star rating) in Ghana. In all, 676 clients were selected
from these hotels within a period of 3 months. The dimensions of Hofstede’s
model were used in measuring individual’s cultural orientation, whiles
SERVQUAL model was also used in measuring perceived service quality.
Confirmatory Factor Analysis was run to check for the validity and reliability of
the measurement instrument. The study concludes that, low power distance
cultural orientation had a positive effect on all the dimensions of perceived
service quality of high rated hotels. Low uncertainty avoidance had a positive
effect on perceived service assurance, tangibility and responsiveness. It also had
a negative effect on perceived service empathy. Low uncertainty avoidance
however had no significant effect on perceived service reliability. Individualism
cultural orientation had a negative effect on perceived service assurance,
reliability, empathy and tangibility of rated hotels. It however had no significant
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Citation
Pomegbe, W. W. K., Dogbe, C. S. K., Sarsah, S. A., & Otoo, C. O. A. (2019). Individual's Cultural Orientation and Perceived Service Quality in the Hospitality Industry. International Journal of Management, Accounting & Economics, 6(4).