Cross-Cultural Similarities and Differences in Customer Expectations for Extended Service Transactions in Multinational Markets and their Reflection into Advertising Content

In this study, business customer expectations in multinational markets were elicited in terms of attributes, consequences and personal values and their reflection in advertising was assessed. Hypotheses related to cross-cultural similarities and differences in these expectations were presented. Similarities were predicted on the basis of universality of certain marketing cues and of market-segment expectations. Difference hypotheses were derived from cross-cultural variations in degree of individualism/collectivism and economic ideology (Protestant Work Ethic vs Eastern). In-depth interviews were conducted with 92 frequent business customers of luxury hotels from North American (USA and Canada), Asian-Chinese (Mainland China and Hong Kong) and Asian-Indian (India and Pakistan). Cross-cultural similarity was observed for the importance of price and company/brand image and for business-segment consequences (e.g., saving time) and values (e.g.,accomplishment). Cross-cultural variation in expectations for business-segment attributes was observed with variation in service offerings. As expected, individualist-oriented attributes (e.g. private spaces) were given more importance by North Americans while Asians emphasized collectivist-oriented attributes (e.g., public spaces). Collectivist values (e.g., belonging, responsibility) emerged only in Asian cultures. Economic ideology differences were also confirmed: Consistent with basic PWE values, the most important consequence and its attribute antecedents expected by North-Americans (i.e., work-related attributes leading to a worry-free stay) reflected centrality of work and austerity while for Asians, the corresponding primary consequences (i.e., design and atmospherics attributes putting them in a good state of mind) were geared toward more balance in life, a basic tenet of Asian work philosophy. Cross-cultural similarities and differences observed in customer expectations were only moderately reflected in advertising content Theoretical and managerial implications of the results are discussed.