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CULTURAL ORIENTATIONS AS ANTECEDENT OF CUSTOMERS’ PERCEPTIONS OF BANKING SERVICES: EVIDENCES FROM TANZANIAN BANKING INUDSTRY
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Abstract
The paper examined how the cultural orientations influence customers’ perception on the banking services offered in the Tanzanian banking by carrying out a comparison between foreign and local banks. The sample size of 380 customers were involved, of whom 196 used local banks services while 184 used foreign bank services. Confirmatory factor analysis was used to examine the psychometric properties of cultural orientations as based on the Tanzanian bank customers. Validity and reliability assessment as well as measurement invariance testing were performed on the cultural orientations’ measurement models used in the study. In carrying out the confirmatory factor analysis, Sharma’s (2010) cultural orientation scale was applied and, the dimensions consumer innovativeness, traditional values and prudence values were used in the model. The findings indicate that Foreign bank customers had significantly higher mean values than local bank customers for consumer innovativeness and traditional values, but there was no significant difference between the two types of banks for prudence values
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