This document compares hospitality and customer service practices between Japan and the United States based on Hofstede's six cultural dimensions. It finds that Japan has higher collectivism, uncertainty avoidance, power distance, and long-term orientation compared to the US. Japanese customer service focuses on stability, quality, and written/personal interactions. US customer service relies on customer satisfaction ratings for business success and expansion. Future research on employee satisfaction and customer service is suggested.

1. Hospitality and Customer Service in
Japan and the United States
MIGUEL VELASQUEZ
NADIA S. DIRBASHI
DIANNE KHAN
RHEMA S. AL-HAYEK
THE UNIVERSITY OF TEXAS AT DALLAS

2. Introduction
• Hospitality and Customer Service Market Share
• Hofstede’s Six Cultural Dimensions
• Hospitality and customer service industry practices Japan /United States
• How can use this information and how will they benefit?
• Suggestions for managers and future research

3. Hofstede’s 6 cultural Dimension Demonstration
Hofstede’s Six Dimensions in Japan and The United
States

4. Individualism versus Collectivism
• According to Hofstede, Japan is much
lower in individualism when compared
to the United States.
• Japan is considered to be more of
collectivistic nation as its citizens prefer
to make decisions informed decision by
consulting with other group members.
• Decisions are made for long term
arraignments and therefore it take
longer for decisions to be made.
• The United States is characterized as
an individualistic nation.
• Citizens tend to make decisions on
their own without necessary
consulting others.
• Decisions are made for self benefit,
and could also be more rapidly
made than in Japan.

5. Uncertainty avoidance index
• Japan has one of the highest levels in uncertainty avoidance in the world.
• America has more tolerance for new ideas and opinions, whereas Japan is not as comfortable with
ambiguity but can adapt.
• Customers that live in high uncertainty avoidance index countries do not like uncertainty and
ambiguity.
• Customers that live in low uncertainty avoidance index countries are more relaxed , calm, and have a
higher tolerance for ambiguity.
• Low uncertainty avoidance index countries are more risk-takers.

6. Low Power Distance cultures
• In Japan factors of one’s title, age, rank, and seniority
determines the amount of respect individuals receive.
• The Power distance is much lower in the United States
than it is in Japan.
• In the United States it is not uncommon for individuals
to challenge seniority.
• Indifference to power distance, and its effect on
hospitality and customers service expectations.

7. • Measuring indulgence in American (high) and Japan (low)
• What to expect from countries of high indulgence versus
those of low indulgence?
• How those this affect customer service and satisfaction?
• What else is influenced and what influences these
characteristics?
Indulgence

8. Masculinity-femininity dimension
Traits of Masculinity / Femininity
High Masculine:
Social norms- ego oriented, money, and
possessions are important, live in order to
work.
Politics and economics- economic growth high
priority, conflict solved through force
Religion-most important in life, only men can
be priest
Work-Larger gender wage gaps, fewer woman
in management, preference for higher pay is
given to men
Family and school-Traditional family structure,
failure is unacceptable
Low Masculine:
Social norms-relationship oriented, quality of
life and people are important, work in order to
live.
Politics and economics-environment
protection high priority, conflict solved
through negotiation
Religion-less important in life, both men and
woman can be priest
Work- smaller gender wage gap, more woman
in management, preference for fewer working
hours
Family and school-flexible family structure,
failure is more tolerated

9. Long Term Orientation
• Japan has a long term orientation score that is much higher than the
U.S.
• Countries like Japan that have a long term orientation, focus more on
the future and make decisions to benefit the society for many
generations.
• Consulting with member of decision making authority is a must prior to
taking action.
• Short term orientation countries rely more on tradition and past
experience to make decisions.
• Decision are maid rapidly and in many cases without consultation.

10. Customer Service in Japan stands out from the rest of the world and is quite
unique
Important factors:
• stability and long term commitment is an important factor to consider.
Japanese companies value and gain the trust from customers in return for
their loyalty to keep coming back.
• Equally important is assuring that the highest quality to of customers
satisfaction is met by a assuring high quality customer care
• The Japanese pay very close attention to written communication and
personal interactions when dealing with their customer service.
• Japanese customers expect to be properly accommodated or assisted
when needed. Business cards with contact information are always ready
to be provided to the customers.

11. Hospitality in America
• One of the fundamental elements of understanding
hospitality in the United States, is that service providing
businesses rely on customer satisfaction.
• Customer satisfaction is key for these service providing
businesses to survive but also pave the way for expansion.
• Businesses in the hospitality industry are normally rated by
customers who also make recommendations, and file
complaints for the services they receive.
• Good customer ratings, and customer satisfaction generally
attract more clientele allowing well organized business to
not only expand, but also open up new locations.

12. Suggestions for Future Research
• After examining the customer service and hospitality of
each country and distinguishing the differences of the
cultures and beliefs, we can now identify what is acceptable
for customer service and satisfaction.
• Job satisfaction plays a great role in customer satisfaction. It
is recommended to do future research in the correlation
between employee satisfaction and customer service. Due
to high correlation between both parties.
• It is also important to insure that employees are happy and
satisfied at work.
• Job satisfaction is crucial because if an employee is
satisfied at work, then in return they will take better care of
their customers.

13. Conclusion
• The overall attitude and value of a society reflects the
country’s overall customer service.
• Japan’s two greatest strengths in their strategy to a
successful customer service are gaining loyalty from
customers by treating them with ultimate respect and the
loyalty of the employees. With these two factors, Japan
continues to have high performance and results in the
overall businesses.
• In the United States there is a limit to customer service that
employees are not willing to cross to gain customer loyalty.
• However, some strategies seem to work in the United
States depending in the area or the company. Most
American customers do not have high expectations in
customer service as they do in Japan.

14. Thank you!