THE LEVEL OF PROXIMITY OF LATIN COUNTRIES IN TERMS OF CUSTOMER'S EXPECTATIONS ABOUT SERVICES: APPLICATION TO THE HOTEL SERVICE

• Type: Article in International Conference Proceedings Book
• Date: 2019

Authors

Franco, M (Author) Other; Raquel Meneses (Author) FEP

Conference proceedings International

Title: Business Management Theories and Practices in a Dynamic Competitive Environment

Pages: 226-239

Indexing

ISI Web of Knowledge - 0 Citations

Other information

Authenticus ID: P-00S-FPW

DOI: 10.37394/23207.2024.21.66

Abstract (EN): Among the years, the interest in the study of customers' expectations about services has increased, due to its dynamic nature and importance to achieve a high understanding of customers' behaviour. In this sense, the main purpose of this research is to understand if customers from countries with alleged similar culture expect services dimensions equally and to understand the level of proximity among countries. Quantitative methodology was used to test the level of proximity in customers' expectations about a service among different countries with alleged similar cultural patterns and if these customers share similar expectations about a set of service dimensions. This transnational research regarded the hotel service and data was collected from ten Latin countries: Portugal, Spain, France, Italy, Romania, Brazil, Mexico, Uruguay, Bolivia and Chile. About 1262 customers answered a questionnaire about their expectations about service dimensions of the hotel service. Findings show that Latin customers' expectations about services are not equal in these countries with alleged cultural similarity and that there is a low level of proximity or similarity of customers' expectations about service among Latin countries. Theoretically the major contribution is the use of a cross-cultural approach applied in countries with alleged cultural similarity. Furthermore, managers when marketing services internationally in Latin countries need to adapt the service offer to each country.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 14