Customer satisfaction has become a very important aspect of business management in the high technology market. Companies that provide products and services world-wide often are concerned that customer satisfaction may be impacted by cultural differences. This study examines measures of customer satisfaction in two areas (China and the United States) to determine whether or not there is a difference in satisfaction scores provided by Help Desks. The trend in overall satisfaction over the seven year period from 2005 through 2011 is increasing in China faster than in the United States. Correlations between variously measured parameters of Help Desks and overall satisfaction are very similar for both countries. The statistical results at a 95% confidence level indicate there are differences in customer metrics in Help Desk support between that provided to US customers than that provided to customers in China. The results clearly indicate that companies need to understand these similarities and differences in order to optimize the use of their resources and to adjust their service offerings to respond to their different customer needs and expectations.
Bleuel, William H.; Young, Terry; and Gertmenian, Wayne, "Cultural Implications of Customer Satisfaction Differences of Help Desks in the US and China" (2013). Pepperdine University, GSBM Faculty Scholarship. Paper 2.
15th International Academy of Management and Business, Lisbon, Portugal, April 17-19