Year 2015, Volume 13, Issue 2, Pages 51 - 72 2015-07-03

The Impact of Intercultural Communication Competence on Service Quality and Customer Satisfaction

Araş. Gör. İsmet GÜNEŞ [1] , Assoc. Prof. Dr. Fauziah Sh. AHMAD [2]

419 454

The article aims to better understand the impact of intercultural communication competence on personal interaction and customer satisfaction in grocery retail industry. The study explored three major constructs namely intercultural communication competence, personal interaction which is one of the important variables for service quality and customer satisfaction of major grocery retail outlets (e.g. supermarkets and hypermarkets) in Klang Valley area, Malaysia. The customer based approach methodology was adopted and the data was collected using structured questionnaire survey. The measurement of the constructs and their interrelationships were examined based on structural equation modelling approach. Based on the proposed framework, a number of propositions were developed to facilitate empirical research on intercultural communication competences of staff comprises of inter-role congruence and interaction comfort as perceived by customers of the selected grocery retail outlets. This contributes to the development of a theory based path model, which links the intercultural competence to service quality and customer satisfaction. Although numerous researchers have studied the extensive topic of service quality and customer satisfaction, none of those studies explored the critical role of intercultural communication competence and integrated the construct in their service quality and customer satisfaction model. Since intercultural notions are becoming acknowledged as crucial to success particularly in multicultural society, an inclusive dimension of the key determinants of the factor should improve our understanding of this phenomenon and provide an impetus for future research
The article aims to better understand the impact of intercultural communication competence on personal interaction and customer satisfaction in grocery retail industry. The study explored three major constructs namely intercultural communication competence, personal interaction which is one of the important variables for service quality and customer satisfaction of major grocery retail outlets (e.g. supermarkets and hypermarkets) in Klang Valley area, Malaysia. The customer based approach methodology was adopted and the data was collected using structured questionnaire survey. The measurement of the constructs and their interrelationships were examined based on structural equation modelling approach. Based on the proposed framework, a number of propositions were developed to facilitate empirical research on intercultural communication competences of staff comprises of inter-role congruence and interaction comfort as perceived by customers of the selected grocery retail outlets. This contributes to the development of a theory based path model, which links the intercultural competence to service quality and customer satisfaction. Although numerous researchers have studied the extensive topic of service quality and customer satisfaction, none of those studies explored on the critical role of intercultural communication competence and integrated the construct in their service quality and customer satisfaction model. As intercultural notions are becoming acknowledged as crucial to success particularly in multicultural society, an inclusive dimension of the key determinants of the factor should improve our understanding of this phenomenon and provide an impetus for future research.
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Primary Language en
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Journal Section Articles
Authors

Author: Araş. Gör. İsmet GÜNEŞ

Author: Assoc. Prof. Dr. Fauziah Sh. AHMAD

Bibtex
APA GÜNEŞ, A , Sh. AHMAD, A . (). . , 13 (2), 51-72. DOI: 10.18026/cbusos.26214
MLA GÜNEŞ, A , Sh. AHMAD, A . "". 13 (): 51-72 <http://dergipark.gov.tr/cbayarsos/issue/4079/53897>
Chicago GÜNEŞ, A , Sh. AHMAD, A . "". 13 (): 51-72
RIS TY - JOUR T1 - AU - Araş. Gör. İsmet GÜNEŞ , Assoc. Prof. Dr. Fauziah Sh. AHMAD Y1 - 2015 PY - 2015 N1 - doi: 10.18026/cbusos.26214 DO - 10.18026/cbusos.26214 T2 - Celal Bayar Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 51 EP - 72 VL - 13 IS - 2 SN - 1304-4796-2146-2844 M3 - doi: 10.18026/cbusos.26214 UR - https://doi.org/10.18026/cbusos.26214 Y2 - 2019 ER -
EndNote %0 Celal Bayar Üniversitesi Sosyal Bilimler Dergisi %A Araş. Gör. İsmet GÜNEŞ , Assoc. Prof. Dr. Fauziah Sh. AHMAD %T %D 2015 %J Celal Bayar Üniversitesi Sosyal Bilimler Dergisi %P 1304-4796-2146-2844 %V 13 %N 2 %R doi: 10.18026/cbusos.26214 %U 10.18026/cbusos.26214
ISNAD GÜNEŞ, Araş. Gör. İsmet , Sh. AHMAD, Assoc. Prof. Dr. Fauziah . "". Celal Bayar Üniversitesi Sosyal Bilimler Dergisi 13 / 2 (July 2015): 51-72. https://doi.org/10.18026/cbusos.26214