Researchers attempt to describe how people from different cultures have varying
perceptions of quality and service styles (Dash et al., 2009; Wen, Qin, Prybutok, &
Blankson, 2012). Depending on the home country of the service company, Lituchy
and Barra (2008) state that airlines and hotels use websites for different purposes and in different ways. Galperin and Lituchy (1999) report that a subsidiary of a multinational
corporation (MNC) located in a collectivist culture is more successful at implementing
total quality management than its parent situated in an individualistic
culture