Influence of Cultural Factors on Customer Satisfaction and Repurchase Intent

While an extant literature of cross national comparison of customer satisfaction attributed the difference between countries to national culture, it is expected that cultural influence is also significant at individual consumers’ level. This research investigates effects of cultural factors on customer satisfaction and repurchase intent. A questionnaire survey was carried out to measure cultural factors, variety-seeking, switching cost, customer satisfaction, and repurchase intent with eight different types of products/services. As indicators of cultural difference, Hofstede’s cultural dimensions were employed: “Power Distance”, “Individualism vs. Collectivism”, “Masculinity vs. Femininity”, and “Uncertainty Avoidance”. The results suggested there exists a moderating effect of switching costs on the relationship between customer satisfaction and cultural factors. In the high-switching-cost group, it was found that customer satisfaction is positively influenced by individualism and negatively influenced by uncertainty avoidance. In addition, we also found the negative influence of variety seeking on repurchase intent in particular in service industries rather than products in addition to the known effect of customer satisfaction and switching costs.

Keywords:

Uncertainty avoidance , Individualism , Switching costs , Variety seeking