Abstract

The growing importance of crosscultural business as well as the continuously expanding service industry have led to the need to examine the relationship between cultural diversity and service quality. The present study focuses on how culture affects customers' service quality expectations, and how acculturation plays a role in moderating the relationship between both variables. The findings show that there is a correlation between the dimensions of service quality and the dimensions of culture. The findings also show that acculturation definitely moderates the relationship between culture and service quality expectations. The study suggests that there is a need for more research in this area. It also suggests that certain dimensions of service quality are more sensitive to cultural variation than others.