An Empirical Study On The Relationship Between Culture And Zone Of Tolerance

With rapid development of globalization of economy and internationalization of service, cultural differences among different countries and areas become visible, which makes culture an important factor influencing service industry. Especially after China's WTO accession, our service industry is not only enjoying a wealthy development, but also facing threatens for the changes coming from different buying behaviors of buyers under different cultural background and strategies of service companies. Under such conditions, service companies are in great needs to grab the"know-how"of how to make different marketing strategy according to the differences of customers from different cultural background. Based on these backgrounds, this thesis discussed the relationship between culture and zone of customers'tolerance by theoretical and empirical approach.There were three purposes of this study. First, to classify customers'cultural value orientations based on definition of the cultural dimension on individual level .Second, to develop a method to measure customers'zone of tolerance and detect the influence of culture on customers'zone of tolerance by questionnaires survey .Third, to classify customers according the differences of respondents'cultural value orientation in order to offer some references for service companies when making marketing plan for different customers.A few useful conclusions are drawn on the relationship of culture and customers'zone of tolerance through an empirical way. In first two chapters, this thesis generalizes its research background, destination and implication, difficulty and innovation as well as the blank field about this subject through reviewing the relative literature. In main content of the third chapter is the empirical design outline, this is, first lays out a series of hypotheses of the relationship between culture and zone of tolerance. Then a questionnaire is designed to measure customers'cultural orientation and zone of tolerance. In the forth chapter, the thesis draws the conclusion that culture has strong correlativity with customers'zone of tolerance after an analysis of the results. After that, customers are classified into five groups according to their cultural value orientations, and some marketing tips are figured out based on the characteristics of every group, which will provide corresponding strategies for the service enterprises. In the last chapter, it concludes with some summaries and limitations of this research and with some suggestion of future research about it.