Web Users' Cultural Profiles and E-Service Quality: Internationalization Implications for Tourism Web Sites

Although e-service quality (e-SQ) is vital for online purchases and loyalty, and the Internet is globalizing services, limited knowledge exists regarding the impact of Web users’ cultural profiles on their perceptions of e-SQ. Within the tourism industry, this is crucial as Web sites target multicultural users and firms are trying to develop localized Web stores. This study addresses this gap by examining the link between cultural dimensions of Web site users and their e-SQ expectations. Based on an extensive literature review, research hypotheses are formulated and then tested by gathering data from a multinational student body. Findings provide useful implications for users’ segmentation and Web site globalization.