The Impact of Cultural Diversity on Customer Satisfaction in International Hotels in Saudi Arabia

Abstract

This research investigates the effects of cultural differences on customer perceptions of satisfaction in the global hotel sector, employing both a qualitative and a quantitative approach. Specifically, the study underlines the significance of cultural sensitivity by the members of the hotel staff as well as the need to incorporate and improve cultural training interventions that create positive customer experiences. The study posited that culturally diverse teams enhance service quality and, thus, customer satisfaction, especially in areas with robust cultures, such as the Middle East, where culture is more congruent with the hotel than with the guests. However, the study also warns against overemphasizing the importance of the cultural match as this may result in exclusion or discomfort among guests and therefore recommends the need for diverse and sensitivity to context in diversity management. The quantitative analysis extends the findings by indicating that customer satisfaction partially explains the relationship between cultural diversity and customer loyalty and that satisfaction explains a significant proportion of the variance in loyalty outcomes. This analysis supports the significance of diversity and inclusion efforts in the hospitality industry context. As a result, even with the limitations inherent in the secondary data analysis, the study has significant implications for the further development of hotel management and policymaking. It presents specific recommendations for creating an inclusive and satisfying environment for guests. Subsequent studies are suggested to employ primary and secondary data to support examining cultural diversity in various settings.