Do Cultural Differences Matter? Individualism–Collectivism as a Moderator in Hotel Complaint Handling Outcomes

Document Type : Original Article

Authors

Hotel Management Department, Faculty of Tourism and Hotels, University of Sadat City, Egypt.

Abstract

This study investigated how the cultural dimension of individualism–collectivism moderates the relationship between complaint handling and customer behavioral intentions in the hotel sector. Drawing on quantitative data collected from 389 guests in five-star hotels in Egypt, structural equation modeling was employed to test the hypothesized relationships. The findings reveal that complaint handling has a significant influence on customer behavior. Furthermore, the cultural orientation of individualism–collectivism significantly moderates this relationship. The analysis of the interaction effect indicates that the positive relationship between complaint handling and favorable behavioral intentions is strengthened for individuals with a more individualistic orientation. These customers, who emphasize fairness and personal benefits, respond more positively to effective complaint handling, whereas collectivist-oriented customers place relatively greater weight on relational harmony and long-term relationships. The results highlight the importance of adapting complaint-handling strategies according to customers’ individualism–collectivism, suggesting that hotels should tailor their responses to better meet the expectations of both individualistic and collectivist guests. By integrating Hofstede’s cultural framework with service recovery and consumer behavior literature, this study contributes to a deeper understanding of how cultural values affect customer evaluations of complaint handling in the context of Egyptian hospitality.

Keywords

مجلة کلية السياحة والفنادق - جامعة مدينة السادات
Volume 9, Issue 2 - Serial Number 31
Part Three
December 2025
Pages 124-150

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