Culture's Affect on the Determinants of Customer Satisfaction in Retailing: The Case of a European Retailer in China and the U.S.

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Title: Culture??s Affect on the Determinants of Customer Satisfaction in Retailing: The Case of a European Retailer in the U.S. and China Date of the Seminar: 29th of May 2007 Course: BUS 809 Master thesis in International Marketing Authors: Lisa Bustamante Chesley Norman Charlotte Valind Advisors: Johan Anselmsson Cecilia Cassinger Keywords: International Retailing, Determinants of Customer Satisfaction, Culture, United States, China Thesis purpose: Our study aims to identify the determinants of customer satisfaction of two national cultures in a global retail setting, in order to clarify what role culture has, if any, in customers?? satisfaction with an international retailer. Further, this will uncover if a Western perspective of determinants of satisfaction is a universal means of capturing what satisfies customers across cultures in a retail setting. Methodology: A quantitative approach is used to analyze data provided by our instrumental case - The Company. We will further use a cross-cultural approach to explore two of The Company??s markets, the U.S. and China. Theoretical perspective: The main theories that the study is based upon include international retailing, cultural studies, customer satisfaction and Westbrook??s sources of retail satisfaction. Empirical data: Our study is based on the data obtained from The Company??s customer satisfaction questionnaires administered in their American and Chinese stores. Conclusion: By revealing the determinants of satisfaction in the U.S. and China, our research illuminates that there are differences between cultures, regardless of the rapid development of globalization. Our research contributes to the understanding...