الريادة لاقتصاديات الأعمال
Volume 7, Numéro 1, Pages 153-171

The Moderating Role Of Uncertainty Avoidance In The Relationship Between Services Quality And Customers Satisfaction

Authors : Boudissa Jihan Sarah . Alliouche Bahia .

Abstract

This paper aims at testing the moderating effect of the cultural dimension ‘uncertainty avoidance’ on the relationship between perceived service quality and customer satisfaction with regards to tourism services in the algerian Sahara. A survey was conducted and the data was collected from 192 tourists by means of a questionnaire. Partial Least Squares SEM was employed and measurement model as well as structural model were estimated for data processing. The results showed a nonexistent significant moderating effect of uncertainty avoidance in the relationship between services quality and customer satisfaction but a strong positive relationship between services quality and customer satisfaction. Further hypotheses have been tested and discussed in more details below.

Keywords

Service quality ; SERVPERF model ; Customers satisfaction ; Cultural value ; Uncertainty avoidance