The Impact of Culture on Customer Expectations

Authors

  • Alexander Assouad Belmont University
  • Jeff Overby Belmont University

Keywords:

Management Policy, Customer Expectations, culture

Abstract

A critical component of customer satisfaction is in the understanding of customer expectations. In this work we propose that culture plays an important role in molding those expectations. Utilizing five cultural dimensions we develop testable propositions that aims to dissect the possible impact of culture upon five sources of customer expectations: personal needs, explicit promises, implicit promises, word-of-mouth, and past experience

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Published

2019-06-05

How to Cite

Assouad, A., & Overby, J. (2019). The Impact of Culture on Customer Expectations. Journal of Management Policy and Practice, 17(2). Retrieved from https://articlegateway.com/index.php/JMPP/article/view/1810

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Section

Articles