The effect of national culture on customer satisfaction in call centres across national borders

Abstract

Characteristics of national cultures have frequently been claimed to influence service quality perception and customer satisfaction. This inquiry investigates this claim by analysing a multinational company’s call centre servicing two markets across national borders. Hypotheses are derived which relate the cultural and customer characteristics of age, gender and socio-economic status to customer satisfaction and perceived service quality within each country.Using multiple regression and CHAID models as well as Mann-Whitney and Kruskal-Wallis tests, the hypotheses are tested by analysing call centre service feedback data on 245 customers in the South African and 201 customers in the British market. Empirical support for the effect of national culture on perceived service quality and customer satisfaction is found.Empirical proof that females report higher levels of satisfaction than males is found while the importance customers place on service quality constructs are proven to vary by age and gender. A call centre management model integrating culture and customer characteristics, which provides a richer perspective of the mechanics of value creation, is suggested.