Vol. 29 No. 2 (2025)
Articles

SERVICE BEYOND BORDERS: A CROSS-CULTURAL ANALYSIS OF QUALITY PERCEPTION IN HOSPITALITY

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  • Galina Ilieva,
  • Georgina Lukanova
DOI: https://doi.org/10.7546/PsyRB.2025.28.02.01

Published 11/21/2025 — Updated on 05/04/2026

Keywords

  • service quality measurement,
  • hospitality industry,
  • cross-cultural service perception,
  • cultural dimensions (Hofstede, Hall, Trompenaars),
  • SERVQUAL and adapted models,
  • ntercultural communication,
  • cultural intelligence in hospitality
    • ...More
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How to Cite

Ilieva, G., & Lukanova, G. (2026). SERVICE BEYOND BORDERS: A CROSS-CULTURAL ANALYSIS OF QUALITY PERCEPTION IN HOSPITALITY. Psychological Research (in the Balkans), 29(2). https://doi.org/10.7546/PsyRB.2025.28.02.01

Copyright (c) 2025 Psychological Research (in the Balkans)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This paper examines the culturally contingent nature of service quality perception in the hospitality industry. Drawing on established theoretical frameworks—including Hofstede’s cultural dimensions, Hall’s high- and low-context theory, and Trompenaars’ relational models—it analyzes how cultural values shape guest expectations, service evaluation, and satisfaction. Through a comparative analysis of empirical case studies, the paper demonstrates that identical service behaviors can lead to divergent interpretations across cultural contexts. The findings emphasize that service quality is not a fixed, technical attribute, but a fluid and symbolic experience co-constructed by guests, staff, and organizational systems. The study further identifies key implications for service design, intercultural training, and customer feedback strategies, while proposing future research directions that address hybrid service technologies and intersectional cultural identities. Ultimately, it advocates for culturally adaptive service frameworks that reflect the complexity of a globalized hospitality environment

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