THE INFLUENCE OF CULTURAL DIFFERENCES ON CUSTOMER EXPECTATIONS
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THE INFLUENCE OF CULTURAL DIFFERENCES ON CUSTOMER EXPECTATIONS
This study explored the influence of cultural differences on customer expectations, focusing on objectives to assess how cultural variations affect customer perceptions, evaluate their impact on service quality expectations, and determine their role in shaping customer satisfaction. A survey research design was utilized to capture diverse perspectives from a broad sample, ensuring comprehensive findings. Taro Yamane’s formula was used to calculate a sample size of 320 respondents from the hospitality industry in Lagos. The reliability coefficient score for the survey was 0.86, indicating high reliability. Findings indicated that cultural differences significantly influence customer expectations and perceptions, impacting service quality and satisfaction. Recommendations include adopting culturally sensitive practices and training staff to meet diverse customer expectations, enhancing overall satisfaction and service quality.
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