Individual's Cultural Orientation and Perceived Service Quality in the Hospitality Industry

The study assessed the effects of individual’s cultural orientation on perceived service quality in the hospitality industry. The study focused on nine (9) rated hotels (3 to 5-star rating) in Ghana. In all, 676 clients were selected from these hotels within a period of 3 months. The dimensions of Hofstede’s model were used in measuring individual’s cultural orientation, whiles SERVQUAL model was also used in measuring perceived service quality. Confirmatory Factor Analysis was run to check for the validity and reliability of the measurement instrument. The study concludes that, low power distance cultural orientation had a positive effect on all the dimensions of perceived service quality of high rated hotels. Low uncertainty avoidance had a positive effect on perceived service assurance, tangibility and responsiveness. It also had a negative effect on perceived service empathy. Low uncertainty avoidance however had no significant effect on perceived service reliability. Individualism cultural orientation had a negative effect on perceived service assurance, reliability, empathy and tangibility of rated hotels. It however had no significant effect on perceived responsiveness. Femininity had a positive effect on perceived assurance and service reliability. For perceived service empathy, tangibility and responsiveness, femininity however, had a negative effect. Finally, short-term cultural orientation also had a positive effect on all the dimensions of perceived service quality.