Culture As A Moderator Of The Relationship Between Service Quality And The Tourist'S Satisfaction With Different Distribution Channels

ABSTRACT

The present research analyzes the influence of culture on the relationship between each of the dimensions of service quality and tourists' satisfaction with the distribution channel, differentiating between travel agencies and the Internet. More specifically, the research seeks to understand the influence of the cultural dimensions of uncertainty avoidance and individualism/collectivism on the relationship between each of the dimensions of service quality and satisfaction, depending on the medium through which the service is purchased. The sample was made up of 600 tourists. Of these, 300 tourists (150 Spanish and 150 English) had purchased hotel accommodation for their last holiday via a travel agency, and the other 300 (150 Spanish and 150 English) had purchased hotel accommodation for their last holiday via the Internet. The findings indicate that there are variations in the relationships between each of the dimensions of service quality and satisfaction, and that these variations are shaped by the cultural dimensions of uncertainty avoidance and individualism/collectivism.

Keywords:

• Service quality
• satisfaction
• culture
• traditional market
• electronic market

Acknowledgments

This study was carried out thanks to financing received from the research project “InterAndalucía” and from research project P06-SEJ 02170 by the Junta de net, Comercialización Turística y Desarrollo en Andalusia.