The Research Of Hofstede's Culture Factor's Influence On Evaluation Of Bank Service Quality

The article researches the influence between culture and evaluation of banking service quality, basing on Hofstede's culture model & SERVQUAL model. Along with the development of the market economy, capital becomes more international, and economy becomes more diversified. Consumers bring forward much higher request of the service quality. Enhance the service quality is most important for enterprise's survival. Consumers evaluate the service quality from expectation and perceive, while the two are subjective, affected by culture. The research between culture and evaluation becomes hotspot of the service quality field. Banking is a typical service industry. Its service quality is close to the survival and development.Author chooses two banks (A&B) to study by questionnaire. Based on literature review, put forward supposes between dimensionalities, get the data through questionnaire, and validate supposes. And then classify the consumers, analyzing the culture and character evaluation, supplying warranty to partition the market and collocate resource effectively. Through the research, we can find that the ifluence truly exists. Base on the literature retrospecting, supposing and validating the relationship between Hofstede's culture model & SERVQUAL model. Then use the SEM to analyse the data, helping banking taking steps to advance the service quality. We get the conclusion as:PDI has positive infection on reliability, tangible and assurance; IDV has positive infection on empathy, responsiveness, and negative on tangible; UAV has positive infection on responsiveness, reliability and assurance, and negative on tangible. This article just studies the infection, doesn't study how to eliminate it, and it is the direction in the future study.