TY - JOUR
T1 - The importance of cross-cultural expectations in the measurement of service quality perceptions in the hotel industry
AU - Armstrong, Robert W.
AU - Mok, Connie
AU - Go, Frank M.
AU - Chan, Allan
N1 - Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 1997/6
Y1 - 1997/6
N2 - Early service quality research posited that service quality is the gap or difference between " perceptions and expectations" (Parasuraman et al., 1988, J. of Retailing 64(1), 12-40). Recent research by Parasuraman et al. (1994, J. of Marketing 58, 111-124) has argued that "expectations" measurement is necessary in the measurement of the service quality construct. While Cronin and Taylor (1994, J. of Marketing 58, 125-131) have argued the reverse that one need not measure "expectations" to measure service quality. Evidence presented by Cronin and Taylor (1994; op. cit.) was collected in the American context and no cross-cultural samples were involved. This research paper examines the impact of "expectations" on service quality perceptions in the Hong Kong hotel industry which involved cross-cultural samples. Data were collected from hotel guests from different cultures in three major Hong Kong hotels using the SERVQUAL instrument to measure service quality. The study found that significant "expectations" differences exist between cultural groups and that "expectations" did not improve the validity of SERVQUAL.
AB - Early service quality research posited that service quality is the gap or difference between " perceptions and expectations" (Parasuraman et al., 1988, J. of Retailing 64(1), 12-40). Recent research by Parasuraman et al. (1994, J. of Marketing 58, 111-124) has argued that "expectations" measurement is necessary in the measurement of the service quality construct. While Cronin and Taylor (1994, J. of Marketing 58, 125-131) have argued the reverse that one need not measure "expectations" to measure service quality. Evidence presented by Cronin and Taylor (1994; op. cit.) was collected in the American context and no cross-cultural samples were involved. This research paper examines the impact of "expectations" on service quality perceptions in the Hong Kong hotel industry which involved cross-cultural samples. Data were collected from hotel guests from different cultures in three major Hong Kong hotels using the SERVQUAL instrument to measure service quality. The study found that significant "expectations" differences exist between cultural groups and that "expectations" did not improve the validity of SERVQUAL.
KW - Culture
KW - Hong Kong
KW - Hotel service quality
UR - http://www.scopus.com/inward/record.url?scp=0031161156&partnerID=8YFLogxK
U2 - 10.1016/s0278-4319(97)00004-2
DO - 10.1016/s0278-4319(97)00004-2
M3 - Journal article
AN - SCOPUS:0031161156
SN - 0278-4319
VL - 16
SP - 181
EP - 190
JO - International Journal of Hospitality Management
JF - International Journal of Hospitality Management
IS - 2
ER -