The Influence of Culture and the Level of Acculturation on the Perceptions of Service Quality : A Study of Thai – born Customer Segment in the Swedish Banking Industry in Sweden

Title: The Influence of Culture and the Level of Acculturation on the Perceptions of Service Quality. Problem Statement: How important is the customers’ ethnic background, culture and level of acculturation when choosing a provider of financial services? Purpose: The main purpose of this research is to find out how a service company can measure Thai customer satisfaction and which factors to consider in order to improve their service qualities with respects to cultural dimensions. Theory and Method: The research is based on the quantitative approach in the form of questionnaires. The structure is developed in accordance to the Service Quality Gap of measuring Thai customer satisfaction by comparing their expectation and perception of service during and after service approach. Conclusion: From elaborate results of the distributed questionnaires, Thai customers are flexible and have integrated into the Swedish culture; therefore the current level of bank service approach is appropriate to their needs.Tobias Eltebrand