Cross National Analysis of Customer Satisfaction, Economic Institutions and Cultural Factors

概要

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The purpose of this research is to compare customer satisfaction among countries and explore its influential factors. Using customer satisfaction data of Japan, the U.S., Sweden, Germany and five other European countries, we analyzed the effect of economic institutions and national culture on customer satisfaction. The results indicated that: (1) there is a systematic difference in customer satisfaction between countries, (2) customer satisfaction is higher in economically freer countries, and (3) customer satisfaction is higher in countries where individualism is higher and uncertainty avoidance is weaker. This research is a first attempt to explain customer satisfaction by national contexts. As implications for multinational companies, high quality does not always mean high customer satisfaction in certain countries. Therefore special efforts are necessary in marketing a product/service in countries where uncertainty avoidance is strong because consumers' expectations and demand levels are higher than other countries.
社団法人日本経営工学会の論文
2007-08-15