National culture, ethical climate and relational identification: a triadic framework for quality management and performance excellence in hotels

Purpose This study explores how national culture (NC) shapes the adoption and effectiveness of quality management practices (QMPs) in Egypt’s hotel industry. It further investigates the moderating roles of ethical climate and relational identification, responding to a research gap in hospitality quality management in culturally diverse, non-Western settings. Design/methodology/approach Data were collected via a structured survey administered to 478 non-Egyptian employees in four- and five-star hotels across six major Egyptian destinations. Partial least squares structural equation modelling (PLS-SEM) was used to test hypothesised relationships among national culture, QMPs, ethical climate, relational identification and performance excellence. Findings Five national cultural dimensions, power distance, collectivism, masculinity, uncertainty avoidance and long-term orientation, significantly and positively influenced QMP adoption. Restraint showed no significant impact. Ethical climate moderated the relationship between NC and QMPs, while relational identification moderated the effect of QMPs on performance. QMPs also partially mediated the link between NC and hotel performance excellence. Practical implications For hospitality managers, the findings underscore the importance of aligning quality strategies with local cultural values and organisational dynamics. Emphasising ethical leadership and fostering strong relational bonds between staff and supervisors can improve quality adoption and drive hotel performance. Multinational hotel chains should tailor QMPs to culturally specific expectations to enhance operational effectiveness and guest satisfaction. Originality/value This study provides novel insights into how national culture influences QMP effectiveness in a single-country, developing economy context. By integrating ethical climate and relational identification into the model, the study extends current frameworks on quality and performance in hospitality organisations.