Purpose – This study examines the equivalence of the use of a customer satisfaction survey in four culturally divergent contexts. Design/methodology/approach – It is based on 6,776 responses collected from fast food customers in Greece, Jamaica, the UK and the USA. Findings – The results reveal that the similarities in the measurement of satisfaction in these contexts are more than the differences, and suggest that the development of measures to examine and compare consumer satisfaction across cultures and languages is, indeed, feasible. Research limitations/implications – The data reveal considerable promise that rather simple, cross‐cultural measures can be identified and used to gain valuable insight about the viability of business products and services. This implies that researchers might be able to use the same instruments for measurement in different contexts. However, additional research is necessary to firmly support the suitability of the consumer‐related measures across cultures that were the focus of this study. Practical implications – The findings of this study are particularly useful for multinational companies, which might want to measure and compare the level of their consumers' satisfaction in various countries. Originality/value – This paper adds to the literature assessing the challenges of cross‐cultural research.
European Journal of Marketing – Emerald Publishing
Published: May 1, 2005
Keywords: Customer satisfaction; National cultures; Buyer‐seller relationships
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