| Universität St. Gallen|
Internal Service Systems and Cultural Differences: An Exploratory Study of Switzerland, Australia, and Singapore
Australien; Singapur; Schweiz; Dienstleistung: Management; Bedienungsqualität; Kulturvergleich; Hotel
DDC (Dewey Decimal Classification)
Wirtschaft - 330
Freie Stichwörter (deutsch)
Kultur; Dienstleistungsmanagment; Service System; Bedienungssystem
Freie Stichwörter (englisch)
Culture; Service; Service System
Mit dieser Dissertation werden die Wirkungen von kulturellen Unterschieden auf das Dienstleistungsempfinden verglichen. Es wird auf die Interaktion von Support mit Frontmitarbeitern fokussiert. Es wird bestätigt, dass die verschiedenen Kulturen einen Einfluss auf das Serviceempfinden der Frontmitarbeiter haben und dass diese in den drei getesteten Nationen unterschiedlich sind. Das System zeigt die Unterschiede auf und praktische Schlussfolgerungen beschreiben mögliche Lösungsansätze für die Praxis.
Culture plays an important role for companies which work around the globe. Managers of multinationals know the difficulties of communication, not only due to different languages, but also due to different expectations and perceptions. A critical issue for most of the organisations is the creation of customer value not only through excellent products, but also through excellent customer service, which evolves on one hand through service settings of the company and on the other hand through the frontline employees who personally interact with the customers. For them, it is essential that the internal support services are according to their need and expectation, so they are enabled to deliver the external customer service which is expected. Service expectations and perceptions are different in each culture. The problem is the management and control of services across cultures. Standardised service settings are not good enough to satisfy internal and external customers. These settings have to be globally effective and locally adaptive. For this reason, the purpose of this thesis is to find the differences of internal services based on culture and introduces a framework and recommendation for managers to increase global internal service quality.
In the first part of the thesis, some general information about the research topic is provided. Based on this, research questions and objects are defined and hypotheses to be tested in later parts of the thesis are stated. The introductory section explains the multicultural setting of internal services. The geographic setting for this research is argued about and decided on. The hypotheses follow the research questions and the structure of the dissertation is presented.
The second part of the dissertation, the theoretical part, introduces the reader to the relevant literature and theoretical frameworks relating to culture on national and corporate levels which are relevant for the analyses of this study. It explains the writers’ understanding of internal service culture and systems and why these topics are of interest. Different methodologies which could be used to collect data and do research on this topic are discussed, and one method is proposed for use in the doctoral study. Then a specific research plan is provided. Specific frameworks are selected based on the need to successfully answer the stated hypotheses.
A third part of the dissertation will cover the empirical analysis. Research was conducted in Switzerland, Australia and Singapore. A quantitative approach based on a choice-based conjoint analysis which was conducted in the three countries (Switzerland, Australia, and Singapore) indicates the influence of national culture on internal services. Qualitative case studies in the three countries help to answer questions of internal service management issues. A discussion of the empirical findings with respect to different service systems and cultures is then provided and the hypotheses are answered at the end of the empirical part of this thesis.
In the last chapter, both the empirical and theoretical parts of the dissertation are concluded. Differences between the three national cultures with respect to internal services are outlined. The research questions are answered. Implications for practice are described, recommendations are drawn and questions for further research are stated.
Bieger, Thomas (Prof. Dr.)
Hilb, Martin (Prof. Dr.)
Erweitertes Diss. Komitee
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