gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
Culture
During observing and recording the incidents, it was noted that culture being an important
segment having influence on the customers’ expectations and perception of encountered services
leads to customers’ satisfaction. It was also noted that Western traveler expected and stressed
upon the highly valued indigenous culture based comparative services, whereas Asian travelers
visiting the developed country also urged the same, but with the difference of no such desire
from the local hospitality industry. Cultural dimensions and service quality dimensions are
interrelated. In Pakistan there are numbers of cultural dimensions for foreigners travelling, which
require special attentions. Some of which are:-
• Islamic culture and traditions have believes in one Allah and Quran and a full respect for
the last Prophet. As Pakistani Muslims have strong sentiments for their Holy Book and
Prophet therefore foreign travelers were noticed respecting these traditions during visit
of Pakistan.
• Pakistanis due to religious faith do not like liquor therefore to perform this activity;
foreigners were observed restricting to their livings and specific places for such
activities.
• Hand shake in Pakistan by women is not a tradition and foreigners had taken care of this.
• Similarly full dress noted worn by foreigner ladies and open romance by the foreigners
was not noted as commonality.
• Road network is less developed in Pakistan and foreigners travelling were observed
facing these traffic problems.
• Terrorism has emerged as new phenomenon in Pakistan which has affected hospitality
industry to a greater extent. Foreigner’s security by hotels management has been noted
as an additional aspect.
• Pakistani nation has been traditionally a very hospitable one therefore this aspect was
noted as a true reflection in its hospitality industry as well.
Encountered Services
The services not seen, felt and heard are familiar as intangibles. The affiliation between the
service environment and consumer experiences is recognized since long (Pullman and Gross,
2004). The encountered services were crux of the observation to chalk down the theoretical
phenomenon based on the expected customer satisfaction by the hospitality industry. During the
incidents recordings, it was noted that foreign travelers visiting Pakistan normally expect the
quality encountered services as per the high rating hotels, therefore Czepiel, (1990) said that
quality service as perceived by the customer meeting expectations is a value. It becomes an
important issue to boost customer satisfaction (Geetika, 2010). Even Cronin and Taylor (1992)
explored this important antecedent to customer satisfaction. Encounter service quality besides
playing the important role to satisfy customers (Grzinic, 2007) also measured as a value driven
for consumers and a way forward to place product in a dynamic environment. Knowing the
customers’ requirement regarding service quality attracts more visitors.
Customers Expectations and Satisfaction
Role of customers’ expectations culture as a moderating variable has significantly influenced
encountered services by the trained employees towards customers’ satisfaction. Research was
focused on the focal point of how best related are all the dependant and moderating variables to
the expected customers satisfaction. A fully satisfied customer proves to be permanently
affiliated to that service or product besides uttering favorable word-of-mouth and being the
highly patience against any non satisfaction provision (Bearden and Teel, 1983; Oliver, 1980;
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