What is Hé

Hofstede's cultural framework has been very instrumental in furthering an understanding of cross-cultural management and taken center stage as the dominant cultural paradigm to show respect for norms, values, and management styles across cultures. However, resent research on cross-cultural management suggests to go beyond Hofstede's cultural framework and use non-Western, Asian cultural norms which might provide additional insights into the impact of cultural values on service quality dimensions and the resultant implications for customer expectations and satisfaction. This chapter attends to this call and examines the practice of service quality in hospitality sector in the Republic of China (Taiwan) so it may serve as a reference point against which to interpret the fieldwork data of cross-cultural service quality research and its implications for customers' perceptions towards service quality.