The Effect of Culture and Gender on Perceived Service Quality: An Exploratory Comparison of Japanese and Thai Consumers

This study compares Japanese and Thai customers' expectations and evaluations of service quality as regards spa service in Thailand. Gender and cultural differences were hypothesized to influence consumers' postconsumption service quality evaluation and satisfaction. Data collected from customers of a traditional Thai spa in Bangkok revealed significant overall differences in the evaluation of service attributes in relation to customers' culture and gender. Among service quality dimensions, reliability was rated most important overall, and tangibility was found to be significantly higher for Thai females only. Finally, managerial recommendations are formulated, and study limitations with suggestions for further research presented.