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INTERNATIONAL PROJECTCase Western Reserve University, ClevelandJune 15 2009
A-team
Agenda
Resumé presentation last week What have we done last week? Deductive research Inductive research Lessons learned/ personal experience
But first…our week in a nutshell
Resumé last monday
What is the influence of national culture on the process of complaint handling within the hotels of the Intercontinental Hotel
Group in Cleveland?
What are the characteristics of national culture? How is the process of complaint handling organized?
Resumé Research
Research topic Organization A-team Main conclusions Questions
What have we done last Week?
National culture
Process of complaint handling
Influence of national culture on the proces of complaint handling
Obtain data
Inductive Deductive
Observations
InterviewsIntercontinental
InterviewsIntercontinental
Questionnaires Fire department
QuestionnairesIntercontinental
none
Deductive research
Conclusions
Deductive research
Quality of process guidelines for complaint handling
Quality of behavioral guidelines for complaint handling
Quality of outcome guidelinesfor complaint handling
Supportiveness of internal environment with respect to
complaint handling
Process Complaint handling(C.Homburg & A Fürst)
Mechanistic Approach to complaint handling
Organic Approachto complaint handling
Conceptual Framework
Dimensions of culture(Hofstede)
Uncertainty avoidance
Masculinity
Power distance
Individualism
Indulgence versus Restraint
Long Term Orientation
Monumentalism
CultureProcess
Complaint handling
P 1.
P 2.
P 3.
P 4.
Deductive research
Proposition 4: A culture, which is more
characterized by power distance, will lead to less
quality of outcome guidelines for complaint handling.
Hypothesis 4.1: Based on the research of Hofstede (1991) we
expect that there will be more power distance in the U.S.A. than in
The Netherlands.
Hypothesis 4.2: The quality of outcome guidelines for complaint handling will be lower in the U.S.A. than in The Netherlands.
Deductive research
Deductive research
Collecting data Questionnaires Culture USA
Fire Department Number of respondents(N)
FD 1 15
FD 4 8
FD 20 16
FD 21 4
Total 43
Deductive research
Collecting data Questionnaires process of complaint handling
Intercontinental Conference Hotel
Number of respondents(N)
33
Deductive research
Checking data
Internal Validity -> Cronbach Alpha Normal
Distribution -> a)Skewness and Kurtosis;b) Kolmogorov-Smirnov;c) Shapiro-Wilk.
Deductive research
Processing data
Independent Sample T Test
Calculate means
Execute Levene’s Test Equal variances assumed Equal variances not assumed
Compare means for significant differences
Deductive research
Hypothesis testing/Conclusions
Propositions/ Hypotheses A=Accepted
R=Rejected
Power Distance – Quality of Outcome guidelines
P 4. A culture, which is more characterized by power distance, will lead to
less quality of outcome guidelines for complaint handling.
Cannot be
Judged as
N<30
H 4.1. Based on the research of Hofstede (1991) we expect that there will
be more power distance in the U.S.A. than in The Netherlands.
R
H 4.2 .The quality of outcome guidelines for complaint handling will be lower
in the U.S.A. than in The Netherlands.
A
Inductive research
Inductive research
Obtain data Observations
Where? Why? How? Stories
Interviews Who? Why? Thick descriptions
Inductive Research
Reflection on methodology Participative observations
Choice people and locations Discovering culture
Inductive Research
Reflection on methodology Interviews
Purposive sampling Differences with research Netherlands Search for the influence of national culture on the process of
complaint handling
Inductive Research
Results Topics we have found:
Empowerment Being nice Open Curiosity Education
Inductive Research: lessons learned