Cross-Cultural Comparisons of Consumer Satisfaction Ratings: A Perspective from Albert Hirschman's Theory Articles uri icon

publication date

  • January 2010

start page

  • 676

end page

  • 693


  • 6


  • 27

International Standard Serial Number (ISSN)

  • 0265-1335

Electronic International Standard Serial Number (EISSN)

  • 1758-6763


  • Purpose: This paper seeks to propose Albert Hirschman's theory of "exit, voice and loyalty" as a complementary conceptual framework to Hofstede's cultural dimensions and use them in conjunction
    to compare consumer satisfaction with services across cultures. Design/methodology/approach: A model of satisfaction with complex services (higher education) is
    developed and then tested in two different cultures, Colombia and Spain,
    with a sample of 879 students. Structural equation modeling based on
    the partial least squares algorithm is used to test the proposed model. Findings: Colombian students are more satisfied with the educational system
    than Spanish ones. This is explained by cultural and contextual
    differences that pose greater restrictions on accessibility to higher
    education, provide fewer choice alternatives and present more switching
    costs for the Colombian student. Originality/value:
    This study applies the conditions of Hirschman's theory in an
    international setting, offering a rich basis for understanding
    differences in consumer satisfaction that accounts for intra-national