Publication: Cross-cultural comparisons of consumer satisfaction ratings : a perspective from Albert Hirschman’s theory
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2010
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Emerald
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Abstract
Purpose This paper seeks to propose Albert Hirschman’s theory of “exit, voice and loyalty” as a complementary conceptual framework to Hofstede’s cultural dimensions and use them in conjunction to compare consumer satisfaction with services across cultures. Design/methodology/approach A model of satisfaction with complex services (higher
education) is developed and then tested in two different cultures, Colombia and Spain, with a
sample of 879 students. Structural equation modeling based on the partial least squares algorithm is
used to test the proposed model.
Findings Colombian students are more satisfied with the educational system than Spanish ones.
This is explained by cultural and contextual differences that pose greater restrictions on accessibility
to higher education, provide fewer choice alternatives and present more switching costs for the
Colombian student. Originality/value This study applies the conditions of Hirschman’s theory in an international
setting, offering a rich basis for understanding differences in consumer satisfaction that accounts for
intra national diversity
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Keywords
Customer satisfaction, National cultures, Higher education, Students, Colombia, Spain
Bibliographic citation
International Marketing Review, 2010, v. 27, n. 6, pp. 676-693