Examining the association between personal and cultural values and cross -national customer satisfaction

Adel A Al-Weqaiyan, University of Rhode Island


Although most marketing scholars agree that customer satisfaction is a critical determinant of post purchase attitude and product choice, research has remained largely confined to the US and few Western European countries. Given the increasing size of markets in developing countries, and that customer satisfaction is at the heart of all marketing activities, international marketers should have a deeper understanding of the determinants of satisfaction responses of the international customer.^ A review of present satisfaction literature reveals a domination of the disconfirmed-expectancy paradigm which suggest that post-purchase satisfaction emerges from surprise effects that the customer feel after comparing actual attribute performance to prior expectations. While much empirical evidence supports this linkage, relatively little is known about the extent to which elements of the cultural environment influence the satisfaction formation process especially in non-Western cultures.^ This study investigates the extent to which cultural values and personal values are associated, and whether these values systems relate to benefits sought in products, expectations of attribute performance, and the formation of overall satisfaction judgments. To investigate these relationships, two frameworks were advanced, one explaining satisfaction from a cognitive perspective via disconfirmation while the other from a cultural perspective through consumer values. Each framework is then formalized and tested in two countries with different national cultures, namely Kuwait and the US.^ Results obtained suggest the presence of a linear relationship between cultural values and consumer personal values, and between consumer values and benefits sought in notebook computer. The results have also shown a better fit of the valued-benefit performance congruency model (VB-P) in explaining satisfaction responses of the Kuwaitis when compared to the disconfirmed-expectancy model. Both models performed well in explaining the satisfaction responses of the US customers.^ These results also underscores the need and the importance of examining the cross-national validity of present consumer behavior models before using its linkages and predictions for marketing strategy use and for the design of marketing mix variables. It is also concluded that the study should be viewed as the beginning of stream of research studying cross-national satisfaction aimed at addressing satisfaction issues at the individual level. ^

Subject Area

Anthropology, Cultural|Business Administration, Marketing|Psychology, Social

Recommended Citation

Adel A Al-Weqaiyan, "Examining the association between personal and cultural values and cross -national customer satisfaction" (1998). Dissertations and Master's Theses (Campus Access). Paper AAI9902588.