EFFECT OF CONSUMER ETHNOCENTRISM ON PERCEIVED SERVICE QUALITY AND EXAMINATION OF THIS CONTEXT BY CULTURAL RELATIVITY AND DEMOGRAPHIC FACTORS: AN EMPIRICAL STUDY

Abstract

Consumer ethnocentrism and perceived service quality continue to be major concepts of the marking science. As stressed in the literature, the present study on the idea that consumer ethnocentrism should be used as a separating variable in market fragmentation, and that performance of service product should be put forward together with service quality reveals the effect of consumer ethnocentrism on the perceived service quality. The findings from the analyses conducted with respect to the data obtained from 269 respondents from different countries are: education has an effect on the perceived service quality; consumer ethnocentric tendencies levels differ according to nationalities and cultural relativity; ethnocentric tendencies of consumers from collectivist cultures are higher than those of consumers from individualist cultures and consumer ethnocentrism affect the perceived service quality.

Keywords

• Consumer ethnocentrism,service quality,cultural relativity,tourism sector,structural equation modelling

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