Measuring moderations: a cross cultural and comparative research in services between brazilians and canadians

Abstract

This study examines the relationship of relational benefits and their consequent variables by moderating cultural idiosyncrasies. The field research was conducted among 297 Brazilians and 207 Canadians. The collected data were analyzed by statistical tests such as comparing means, MANOVA, canonical correlation and moderation in regressive models in order to test the proposed technique. There were also methodological contributions through the development of computational scripts that identified the power and direction of each construct and path. The comparative analyses confirm that Brazilians are possibly more demanding than Canadians when evaluate services. On the one hand, due to Brazilians are culturally with greater power distance, we may indicate that to give them special treatment is an important factor in increasing satisfaction with employees. On the other hand, due to Canadians belong to a more egalitarian society, there are feelings that these privileges and "jeitinhos" should not be just for a few. The results obtained in this study may also be useful in strengthening business ties between Brazil and Canada in order to raise awareness among both countries.

Keywords

• pesquisa transcultural
• marketing de relacionamento
• serviços
• comportamento do consumidor