The effect of culture dimension in digitalization era on the complaint behavior in hotel industry

Abstract

To conduct business in the global market in the era of digitalization, hotels need to pay more attention to the complaint behavior of guests with different cultures to adjust their methods of handling these complaints. The purpose of this study is to analyze the influence of Hofstede's five cultural dimensions on the complaint behavior of guests. This study also offers strategic solutions for hoteliers in facing various kinds of complaint behavior from guests with different cultures. This research was conducted on tourists who have stayed in five-star hotels in Badung Regency – Bali, with a total sample of 110 respondents. The data were col-lected through questionnaires. The data analysis was performed using the structural equation model (SEM) with the partial least square (PLS) approach. The results of this study indicate that the power distance cultural dimension has a significant influence on public action and private action. Uncertainty avoidance, individualism versus collectivism, and long term versus short term orientation dimension have a significant influence on public action and private action. The culture of masculinity versus femininity has a significant influence on private action and no action.

Keywords

• cultural dimensions
• complaint behavior
• hotel management