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The purpose of this study is to examine theeffect of culture andempathyoncustomer satisfaction.The main objective is to discuss the impact ofculture and empathydimension on customer satisfaction in Indonesian and Chinese banking industries.
The data were collected using self-administered questionnaire.The questionnaire consisted of three parts.First,culture was measured using culture scale including five aspects and total20items.Second,empathy was measured using empathy scale including3aspects and total12items.Third,customer satisfaction was operationalized with one variableincluding5items,representing overall satisfaction measure.Questionnaires were distributedamong230customers(210participants completely filled)of differentstate bank in Indonesia and230customers(201participants completely filled)inChina.Descriptive analysis,factor analysis,reliability analysis,and multiple regression analysis were performed to analyse the data.
Factor analysis using LISREL8.70identified culture dimension,empathy dimension,and customer satisfaction dimension.Multiple regressionanalysis using SPSS19showed that cultureand empathy positively significantoncustomer satisfaction.The results shown that customer satisfaction predicted by all independent variable for Indonesian participant(R2=.447)and Chinese participant(R2=.566).Results of linear regression analysis shown that culture dimension,namely individualism/collectivism(sig.=.001,＜.01)and empathy dimension,namely emotional contagion(sig.=.000,＜.01)were significant predictors of customer satisfaction in Indonesia.In China,the results of linear regression analysis shown that culture dimensions,namely uncertainty avoidance(sig.=.028,＜.05),long-term orientation(sig.=.042,＜.05)and empathy dimensions,namely perspective taking(sig.=.001,＜.01),empathic concern(sig.=.021,＜.05),and emotional contagion (sig.=.000,＜.01)were significant predictors of customer satisfaction.
The present study focuses on determining relative importance of culture andempathy in relation to customer satisfaction,reporting the findings from Indonesia and China.Therefore,it contributes to the existing literature on culture,empathy,and customer satisfaction relationship in banking industry.
The data were collected using self-administered questionnaire.The questionnaire consisted of three parts.First,culture was measured using culture scale including five aspects and total20items.Second,empathy was measured using empathy scale including3aspects and total12items.Third,customer satisfaction was operationalized with one variableincluding5items,representing overall satisfaction measure.Questionnaires were distributedamong230customers(210participants completely filled)of differentstate bank in Indonesia and230customers(201participants completely filled)inChina.Descriptive analysis,factor analysis,reliability analysis,and multiple regression analysis were performed to analyse the data.
Factor analysis using LISREL8.70identified culture dimension,empathy dimension,and customer satisfaction dimension.Multiple regressionanalysis using SPSS19showed that cultureand empathy positively significantoncustomer satisfaction.The results shown that customer satisfaction predicted by all independent variable for Indonesian participant(R2=.447)and Chinese participant(R2=.566).Results of linear regression analysis shown that culture dimension,namely individualism/collectivism(sig.=.001,＜.01)and empathy dimension,namely emotional contagion(sig.=.000,＜.01)were significant predictors of customer satisfaction in Indonesia.In China,the results of linear regression analysis shown that culture dimensions,namely uncertainty avoidance(sig.=.028,＜.05),long-term orientation(sig.=.042,＜.05)and empathy dimensions,namely perspective taking(sig.=.001,＜.01),empathic concern(sig.=.021,＜.05),and emotional contagion (sig.=.000,＜.01)were significant predictors of customer satisfaction.
The present study focuses on determining relative importance of culture andempathy in relation to customer satisfaction,reporting the findings from Indonesia and China.Therefore,it contributes to the existing literature on culture,empathy,and customer satisfaction relationship in banking industry.