ترجمه مقاله نقش ضروری ارتباطات 6G با چشم انداز صنعت 4.0
- مبلغ: ۸۶,۰۰۰ تومان
ترجمه مقاله پایداری توسعه شهری، تعدیل ساختار صنعتی و کارایی کاربری زمین
- مبلغ: ۹۱,۰۰۰ تومان
ABSTRACT
Consumption of a broad range of services ranging from tourism to hospitality by an increasingly global mix of customers, especially from the new millennium of the emerging middle class, is creating an interesting challenge for service providers. What are the macro-environmental (cultural, historical, economic, political etc.) influences on service culture and on service quality delivery? Drawing on the expectancy-disconfirmation theory, this qualitative study provides insights on profound macro-environmental drivers of attitudes towards service quality delivery from a cross-national context. Based on comparative, country-based industry insights that highlight employee attitudes from advanced and emerging markets, we discuss the impact from a cross-national service quality delivery perspective. By examining comparative country contexts in growing service sectors, as in hospitality and tourism, we develop and present a conceptual model of cross-national service quality delivery.
6. Conclusion
The present study has focused on the di fferences between a sample of advanced and emerging markets with respect to service quality and its drivers. Re flecting on our findings, we draw on the expectancy-disconfirmation theory (Oliver, 1977; Oliver & DeSarbo, 1988) and link this to explanations regarding the cross-national service quality delivery context. While it is known as a cognitive psychology theory, it is usually used to clarify post-purchase satisfaction based on preconceived expectations, perceived performance and discon firmation of beliefs. We con firm perceived performance is how people perceive what is happening (e.g. in their initial service delivery encounter). We argue that discontinuation results when the perceived performance di ffers considerably from the expectation for the buyer. In our analysis, we posit that discontinuation can be positive (in circumstances where performance exceeds expectations) or negative (where performance falls short of perceived expectations). Thus, discon firmation in fluences the satisfaction with the service provider or employee, either positively or negatively.
The present discussion makes a contribution by explaining that the expectations of customers must also be understood and responded to by providers or employees. We explain why cultural tradition and historical changes, can lead to service provider attitudes, expectations and behaviours that are not as responsive and problem-solving as required by the customer, leading to negative customer expectancy disconfirmation. Cultural values shape and modify an organization’s market orientation (Hoang et al., 2017 ; Kirca, Cavusgil, & Hult, 2009). Given the reality that service encounters are fundamentally social encounters (Wang et al., 2017), we confirm the importance of culture (Hoang et al., 2017; Malhotra et al., 2005) and maintain that culture is central to the study of service research. While service research has enhanced our understanding of the impact of culture on service aspects and identi fies the need for more cross-national analysis, research has not reviewed di fferences regarding expectations and evaluations of service quality from the perspective of those engaged in services quality delivery (Hoang et al., 2017). In this study, we contribute by explaining how and why they will vary at the cross-national level across these di fferent types of markets due to discon firmation in fluences.