La satisfacción del cliente bancario en Canadá: Diferencias entre canadienses e inmigrantes de la América Latina – Revisión y traducción

The measure of customer satisfaction level is one of the most important topics at present time in marketing science. In addition, its measure in the bank field takes force in view of the high level of competition inside it, even more so if the study counts “immigrants” as a variable in analysis, a much important variable in the demographic situation of Canada. Oliver (1980) proposes the model of “disconfirmation” to measure customer satisfaction level; this model confirms that the difference between customer perceived performance and customer expectations gives as result his satisfaction level (additional model). Presently multiple scales exist to evaluate and to quantify this satisfaction level, Parasuraman (1987) is the creator of the servqual scale, while Avkiran (1999) developed the bankserv scale in order to evaluate customer expectations and customer satisfaction level specifically inside the bank field; this scale was divided in four factors via factorial analysis. Literature suggests the presence of a relation between individual expectations and/or satisfaction level, and the individual tolerance level towards non-constructed situations (Newman, 2001).

Hofstede (1980) developed five cultural dimensions worldwide; among these is the Uncertainty Avoidance Index (uai) that fits to the dimension directly related to customer expectations and customer satisfaction levels, since it measures the tolerance levels towards non-structured ituations. For this research I focused on the satisfaction model analysis proposed by Oliver (1980) based on Avkiran´s scale (1999), having the Latin American or Canadian origin as variables. The concept of Hofstede’s cultural differences leads me to propose two samples: 50 Canadian French speakers and 50 Latin American individuals (Canadian residents). Results demonstrate that in the Latin American group the expectations are in average higher that in the Canadian group, considering all four factors (Avkiran). Perceived performance and satisfaction level are higher in the Latin American group that in the Canadian group for “personal branch conduct” and “access to personalized services” factors, nevertheless, no statistically significant difference has been proved for “credibility” and “communication” factors. The expectations variable presents a mediating effect over the relation between variables uai (Latin American or Canadian origin) and satisfaction level. This effect is partial for “personal branch conduct” and perfect for “access to personalized services”.