Adapting the SERVQUAL Model for East Asian Contexts: A Study of Consumer Expectations and Satisfaction
DOI:
https://doi.org/10.71204/p6ceaa34Keywords:
SERVQUAL, East Asian Consumers, Service Quality Measurement, Cross-Cultural Adaptation, Consumer Satisfaction, Cultural DimensionsAbstract
This study examines the application and adaptation of the SERVQUAL model in East Asian consumer contexts, addressing the cultural nuances that influence service quality perceptions. Through structured questionnaires administered to 328 consumers across three East Asian markets, this research investigates how traditional SERVQUAL dimensions require modification to accurately reflect regional expectations and satisfaction measurements. Statistical analysis using SPSS revealed that while reliability and assurance remain significant across cultures, the dimensions of tangibles and empathy demonstrate culturally specific interpretations. Two hypotheses were tested: (1) East Asian consumers prioritize reliability and assurance over other SERVQUAL dimensions, and (2) cultural value orientations moderate the relationship between service quality dimensions and overall satisfaction. Both hypotheses received partial support, indicating the need for a culturally calibrated service quality assessment model. The findings contribute to both theoretical understanding of cross-cultural service quality measurement and practical applications for multinational service providers operating in East Asian markets.
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