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Publication
The influence of culture in customers’ expectations about the hotel service in latin countries with different human development levels
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Authors
Advisor(s)
Abstract(s)
Due to their dynamic nature and importance in
the service process defi nition, customers’ expectations
have gained attention from researchers and practitioners,
and have been essentially focused in developed countries
from the Northern Hemisphere. Still, countries, regard less of the hemisphere, have di erent levels of socioeco nomic development and cultural patterns that can have
di erent infl uence on customers’ expectations about a
service. In this sense, the main purpose of this research
is to understand if culture equally infl uences customers’
expectations about a service in countries with di erent
cultural patterns and human development levels. The
multigroup analysis using structural equation model ling was used to calculate the regression weights for all
the path combinations in the analysis for each proposed
group of countries. About 1262 customers from 10 Latin
countries were enrolled in this study to determine their
expectations about the hotel service and cultural dimen sions. Findings show that cultural dimensions infl uence
customers’ expectations about the hotel service di er ently in groups of countries with di erent cultural pat terns and levels of human development. Results also
indicate that hotel managers should adapt the service to
the level of human development of each group of coun tries when it comes to internationalisation.
Description
Keywords
Customer’s expectations Hotel Service dimensions Cultural dimensions Latin countries Human development . Escola Superior de Tecnologias e Gestão
Citation
Franco, M., & Meneses, R. (2020). The influence of culture in customers’ expectations about the hotel service in latin countries with different human development levels. European Journal of Tourism, Hospitality and Recreation, 10(1), 56-73. https://doi.org/10.2478/ejthr-2020-0005
Publisher
De Gruyter Poland