Customer Service Management Assignment - Hofstede’s model of cultural dimensions

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Customer ServiceManagement
ContentsIntroduction......................................................................................................................................4TASK...............................................................................................................................................4a. Hofstede’s model of culture.....................................................................................................4b. Marketing mix for Eden project to adjust to local culture in China........................................8Conclusion.....................................................................................................................................11REFERENCES..............................................................................................................................12
IntroductionCustomer services plays significant role in the hospitality and tourism industry. The mainaim of Eden project is to make connection between Chinese and British consumers (Mazanecand et.al., 2015). It is undergone from another transformation, its main focus areas arecontinuous development, maintenance of culture and organizational structures. Present study willdiscuss Hofstede’s model of cultural dimensions. Furthermore, it will explain difference betweenconsumer behavior of Chinse and British. In addition, study will evaluate marketing mix forEden project in order to adjust local culture in China for enhancing service encounters.TASKa. Hofstede’s model of cultureConsumer behaviorConsumers are the key players of business unit, it is very important for the organizationthat to understand behavior of consumers and accordingly deal with them. It can be defined ascommon attitude, ideas of consumers towards any products and services. There are variouselements that influence behavior of the clients (Beugelsdijk, Kostova and Roth, 2017). These aresuch as psychologic, economy, social interaction of individuals. Firm is required to understandtheir needs and accordingly has to provide them goods and services so that their basic needs canbe accomplished and they can become positive towards the brand.Hofstede’s modelHofstede cultural dimension theory is the framework that helps in making effectivecommunication with cross cultural people. It h s been given by Geert Hofstede. This modelexplains how values and beliefs of individual affect their cultural aspects (Baptista and Oliveira,2015). Cultural difference is the major barrier in communication between two different groupmembers. This model describes six dimensions of culture that can help in building effectivecommunication and coordination between Chinese and UK people (Fang and et.al., 2016).Power distanceIndividualism vs Collectivism
Masculinity vs FemininityUncertainty avoidance indexPragmatic vs NormativeIndulgence versus RestraintPower distance index is the first dimension of this model, It explain the degree ofinequality that is present in the different people. If the person has high power then society acceptthese people. Hierarchical distribution of power makes them able to understand their position inthe society. Low PDI means power is widely dispersed and society members do not accept thepeople in the society those who have less power (Ngai, Tao and Moon, 2015). This increasesinequality in the society. Whereas the people those who has high power they easily get acceptedby the others in the society. Britain is the developed country where people have high powerwhereas Chinese people do not easily corporate with others. In such condition organization treatBritish people well as compare to Chinese clients (Fang and et.al., 2016).Individualism vs Collectivism (IDV) means if people are living in group or collectivelythen society accept these people easily. Whereas if the person belongs from low IDV or liveindividuals then people do not accept these people easily (Liobikienė, Mandravickaitė. andBernatonienė, 2016). It has been identified that Chinese people have low IDV scores. WhereasUK people has high IDV score. Thus, company gives high value to UK people and give themmore time so that they feel satisfied and be associated with the organization for longer duration.Low IDV people works for rewards, thy believe in maintaining harmony with group membersand they gives more values to mora aspects.Masculinity vs Femininity (MAS) is another dimension of Hofstede’s model of culture. Itexplains distribution of roles between female and men. In the masculine society men always getmore power than women (Fang and et.al., 2016). Men always behave strong and overlap therights of female. On other hand feminine societies are there where great deal of overlap betweenmale and female is exist. The gap between values of men and women is largest in China. It is thecountry where mem always play the strong role and female has to agree with their decisions. Ithas been identified that China is the place where MAS score is very high (Fang and et.al., 2016).Thus, if the company plans to open a new branch in China then they have to follow traditionalaspects of society. But Britain is the country where both male and female have equal rights and
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