Service quality in Finnish retailing : an exploratory study from an Asian consumers' perspective

Abstract

As historical and geographical boundaries are increasingly becoming irrelevant, due to globalization, service is taking place between different cultural settings. Service quality as a concept has become heavily influenced by cultural characteristics of consumers. A great number of studies focus on service quality and cross-cultural differences in a variety of service categories. Yet, insufficient attention has been paid to how foreigners evaluate customer service quality in the service providers' domestic markets.

This study explores the evaluation of Finnish retail service quality as perceived by Asian consumers and how can Asian cultural characteristics be linked with this service evaluation process. The study was conducted using qualitative research methods. In-depth interviews and written stories were employed in order to collect data. Sequential incident technique and narrative research methods were applied for data analysis. Retail Service Quality Scale and Asian cultural characteristics were used as the theoretical framework of the study.

Findings suggest that there is a lack of individualization and superiority in Finnish retail service setting. The linkage between High power distance, high-context communication and collectivism and service perception appeared clearly in the service consumption process of Asian customers. Attitudes of service personnel were perceived positively whereas behaviors and ability in handling customers' requests were perceived negatively. Among the five dimensions of service quality, new attributes of service quality were also explored. In the light of these findings, Finnish retailers are suggested to revisit their current service delivery in practice in order to better meet customers' expectations. In addition, it is highly recommended that service providers should take the cultural characteristics of consumers into account in designing an excellent service quality.