CHAPTER 7 CONCLUSION
7.4 Conclusion Remarks
In this research, we first address the questions that whether we could approach the specific dimensions of local culture which would influence SMBs service innovation and how we incorporate such social cultural drivers that come from SMBs‟
culture context into their service innovations. And by analysis SMB‟s culture context and their current business style and service behavior, what SMB act now represents
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their influences by culture context. In sum, our research identifies what these social cultural drivers are and how SMBs could use it into their current business or even as their service innovations.
In order to make user to know our mechanism easily, we also propose a system scenario to express our concept and the interface of our system. We are sure that SMBs could get the cultural interpretations that could express their culture context effect and present their inner thinking and behavior and furthermore could implement these on their service innovation which could present their own special characteristics on their service and products.
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APPENDIX 1–CULTURAL QUESTIONNAIRE FORMATION
Here we are going to address the design of our cultural questionnaire. In our Taiwan‟s Local Cultural Model, we use social relationship and religion as the two main measurements to know the influence of culture on the SMBs; therefore, the questions design of our questionnaire may pay more attention on these two measurements.
The design will be separated into two parts, and the first part is to check which one of Hofstede‟s (2001) cultural dimensions (i.e. power distance, uncertainty avoidance, masculinity, individualism) belongs to the SMBs user. After checking the cultural dimensions, the following second part is to check which personality belongs to the SMBs user, since one cultural dimension will link to more than one personality.
We have to use the questionnaire to double check the right personality of the SMBs user. Here we refer to Ten-Item Personality Inventory (TIPI) (Gosling et.al., 2003) to design the questions of the examine of SMBs user‟s main personality.
First Part- relevancy questionnaire to Hofstede’s cultural dimension:
The questions design of this part refers to the Hofstede‟s (2001) research of values and attitudes differences found with the cultural dimensions (i.e. power distance, uncertainty avoidance, masculinity, individualism), each cultural dimension (i.e. power distance, uncertainty avoidance, masculinity, individualism) has its own main summary exhibit. We tend to use the summary exhibit to design questions to examine the cultural dimensions (i.e. power distance, uncertainty avoidance, masculinity, individualism) that SMBs user belong to.
SMBs user should rate the extent to which they agree or disagree with the questions statement applied to them, SMBs user have to choose the number (1:
Disagree strongly, 2: Disagree moderately, 3: Neither agree nor disagree, 4: Agree
120 moderately, 5: Agree strongly) of each questions.
I. Power distance
Low PDI High PDI
All should be interdependent. A few should be independent; most should be dependent.
Inequality in society should be minimized. There should be an order of inequality in this world in which everyone has his/her rightful place; high and low are protected by this order.
Hierarchy means an inequality of roles, established for convenience.
Hierarchy means existential inequality.
Subordinates are people like me. Superiors consider subordinates as being of a different kind.
Superior are people like me. Subordinates consider superiors as being of a different kind.
The use of power should be legitimate and is subject to the judgment between good and evil.
Power is a basic fact of society that antedates good or evil; its legitimacy is irrelevant.
All should have equal rights. Power holders are entitled to privileges.
Powerful people should try to look less powerful than they are.
Powerful people should try to look as powerful as possible.
Stress on reward, legitimate and expert power.
The system is to blame.
The way to change a social system is by redistributing power.
Latent harmony between the powerful and the powerless.
Older people neither respected nor feared.
Stress on coercive and referent power.
The underdog is to blame.
The way to change a social system is by dethroning those in power.
Latent conflict between the powerful and the powerless.
Older people respected and feared.
Exhibit 1 The Power Distance Societal Norm (Hofstede, 2001)
Q1. It is a basic virtue and should last throughout life to respect for parents and older relatives?
Q2. Compare to the equality, freedom is more important?
Q3. Hierarchy means an inequality of roles, established for convenience?
Q4. Always have positive attitude toward older people?
Q5. It is an inequality world; everyone in this world should have his/her own rightful place, high and low are protected by this order?
121 II. Uncertainty avoidance
Low UAI High UAI
The uncertainty inherent in life is relatively easily accepted and each day is taken as it comes.
The uncertainty inherent in life is felt as a continuous threat that must be fought.
Ease, lower stress, less anxiety. Higher stress, anxiety, neuroticism.
Being busy is not a virtue per se Inner urge to be busy
Suppression of emotions. Express of emotions
Subjective well-being. Less subjective well-being.
Openness to change and innovation. Conservatism, law and order.
Willingness to take unknown risks. Only known risks are taken.
What is different is curious. What is different is dangerous.
Tolerance of diversity. Xenophobia.
Younger people are respected. Older people are respected and feared.
Comfortable with ambiguity and chaos. Need for clarity and structure.
Appeal of novelty and convenience. Appeal of purity.
Belief in one’s own ability to influence one’s life, one’s superiors, and the world.
Feeling of powerlessness toward external forces.
Exhibit 2 The Uncertainty Avoidance Societal Norm (Hofstede, 2001) Q6. Can tolerance for ambiguity in structure and procedures?
Q7. Have many rules, and think if children cannot obey the rules, they are sinners who should repent?
Q8. Is more openness to change and innovation?
Q9. Always feel of higher stress and anxiety?
Q10. It is good to express the embarrassment, anger, and guilt?
122 III. Masculinity
Low MAS High MAS
Relationship orientation. Ego orientation.
Quality of life and people are important. Money and things are important.
Stress on who you are. Stress on what you do.
Work in order to live. Live in order to work.
Minimum emotional and social role differentiation between the genders.
Maximum emotional and social role differentiation between genders.
Men should be tender and take care of both performance and relationships; women should be the same.
Men should be tough and take care of performance;
women should be tender and take care of relationships.
Men and women should be modest. Men should be and women may be assertive and ambitious.
Sympathy for weak. Sympathy for the strong.
Small and slow are beautiful. Big and fast are beautiful.
Exhibit 3 The Masculinity Societal Norm (Hofstede, 2001)
Q11. It has different role models: father should deal with the facts, mother deal with the feeling?
Q12. Work in order to live?
Q13. Money and things are more important than the quality of life and people?
Q14. There is minimum value and emotional different between women and men?
Q15. Compare to the family, friends and acquaintances are more important?
123 IV. Individualism
Low IDV High IDV
In society, people are born into extended families or clans, which protect them in exchange for loyalty.
In society, everyone is supposed to take care of
Value standards differ for in-groups and out-groups:
particularism.
Value standards should apply to all: universalism.
Identity is based in the social system. Identity is based in the individual.
“Shame” cultures. “Guilt” cultures.
High-context communication. Low-context communication.
Emotional dependence of individual on institutions and organizations.
Expertise, order, duty, security provided by organization or clan.
Traditional society.
Emotional independence of individual form institutions or organizations.
Emphasis on individual initiative and achievement:
leadership ideal.
Everyone has a right to private life.
Hedonism.
Self-started activities.
Autonomy, variety, pleasure, individual financial security.
“Modern” or “postmodern” society.
Exhibit 4 The Individualism Societal Norm (Hofstede, 2001)
Q16. Children are supposed to learn to take care of themselves as soon as possible?
Q17. It is better to live with or close to relatives or clan members compare to the nuclear family?
Q18. “We” orientation than “I” orientation?
Q19. Expected for personal opinion rather than by group?
Q20. Think to divorce or without children is bad and not complete?
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Second Part- relevancy questionnaire to the NEO-PI-R personality:
The reason that we adopt Ten-Item Personality Inventory (Gosling et.al., 2003) as a reference to design our questions is because that this TIPI was used to measure the Big-Five personality (Goldberg, Lewis R., 1990) dimensions at first. In addition, the Big-Five personality was the predecessor of Costa and McCrae‟s (1992) NEO Personality Inventory, Revised (NEO-PI-R). There is a only few difference between Big-Five personality and NEO-PI-R (the one we used in our research), as shown in the table A-1 below. For example, the five personality of Big-Five personality is extraversion, agreeableness, conscientiousness, openness to new experiences and emotional stability; yet, the five personality of NEO-PI-R is extraversion, agreeableness, conscientiousness, openness to experience and neuroticism.
Big-Five Personality NEO-PI-R
Extraversion Extraversion
Agreeableness Agreeableness
Conscientiousness Conscientiousness
Openness to new experience Openness to experience
Emotional stability Neuroticism
Table A-1 The Difference between Big-Five Personality and NEO-PI-R
In the figure A-1, shows the design of questions to measure the user‟s Big-Five personality. In this design, the designer uses the two sides‟ adjectives to describe the personality, and asks the questionnaire takers to rate the description which is more belonging and like them.
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Figure A-1 Ten-Item Personality Inventory-(TIPI)
SMBs user should rate the extent to which they agree or disagreement with the questions statement applied to them. SMBs user have to choose the number (1:
Disagree strongly, 2: Disagree moderately, 3: Neither agree nor disagree, 4: Agree moderately, 5: Agree strongly) of each questions. The revised questions are in the below:
Q21. Tend to be more extraverted and enthusiastic rather than reserved and quiet?
Q22. Tend to be more sympathetic and warm rather than critical and quarrelsome?
Q23. Tend to be more dependable and self-disciplined rather than disorganized and careless?
Q24. Tend to be more open to new experiences and complex rather conventional and uncreative?
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APPENDIX 2–CULTURAL INTERPRETATIONS
Following tables exemplify the related cultural interpretations of each cultural traits and personality.
Personality Extraversion (E)
Cultural Traits Warmth Gregarious- Ness
Excitement Friendly Assertiveness Practical Action Seek
Kindness Harmonious Refresher Definite Growth Dream
Comfort Compatible Problem- Solving
Positive Concentration Trying
Pleasure Presentational Specific Stimulation Wish
Strength Supervisory Strong Organization Able
Warm Constructive Interaction Willing
Touch Interesting Effects
Personality Openness to Experience (O)
Cultural Traits Fantasy Aesthetics Feelings Actions Ideas Values
Cultural Interpretations
Dream Aesthetic Emotions Actions Notions Concentration
Romance Autonomization Feeling Decision Principles Interests
Imagination Ethics Attitudes Efforts Beliefs Traditions
Pleasure Culture Sense Response Views value
Reality feminism Experiences Changes Knowledge Ideas
Adventure desires Reform Questions Ideals
vision Opinions Liability Understanding Standards
motives Policies Characteristics
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Personality Agreeableness (A)
Cultural Traits Compliance Straight Forwardness
Accordance Ahead Trusts Loving Selflessness Humility
Adherence Directly Confidence Affectionate Self-Sacrifice Politeness Implementation Upright Loyalty Gentle Altruistic Generosity
Acceptance Duty Warm Reciprocity Charm
Observance Loyalty Passionate Individualism Tact
Standards Faith Sensitive Heroism Vivacity
Harmonisation Friendship Sweet Kindness
Obedience Affection Delicate Grace
Honesty
Competence Order Dutifulness Deliberation Self- Discipline Cultural
Interpretations
Achievements Autonomy Orders Responsible Deliberations Reality Contribution Accuracy Attempt Obedient Foresight Conscious-
ness
Improvement Abilities Wish Dependable Contemplation Mutual Accomplish-
ment
Efficiency Efforts Loyal Entrepreneurship Selves
Attainment Commitment Consideration Under-
standing
Excellence Peacefulness Attitude
Effort Happiness
Talent Spiritual
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APPENDIX 3–CULTURAL INTERPRETATION-TEN TYPES OF SERVICE INNOVATION TERMS
Extraversion
(1) Describe the characteristics of extraversion.
Extraversion describes which people are energetic, assertive, strong-minded, active and dominant, the people whose extent of extraversion is high means he/she is tend to be positive and like to be in part of group, excitement seeking.
(Costa & McCrae, 1992).
(2) Exemplify the cultural interpretations from extraversion and service innovation terms. The cultural interpretations which we use here are practical, concentrative, happy and explorative; we use random way to extract these words.
John is a practical people, he believes that even it is important to explore different marketing channels but the robust of financial system is indispensably. - Finance
John is really concentrative on what he is working on, he keep thinking the possibility of innovation, and is willing to do it, no matter what it is, add value to the products or cooperate with other venders. - Process
John think customers will feel what you convey to them, therefore, he wants convey and serve his customer with his happiness, he is happy with it. – Offering
John is explorative, he is eager to reach new clients from different channels;
he tries to connect with new clients via friend and relatives‟ recommendation or cold-call business develops. Furthermore, he is still dedicates on building the well relationship with old customers. – Delivery
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Openness to Experience
(1) Describe the characteristics of openness to experience
Openness to experience describes which people are intellectually curious and tends to experience new stuff and seek new ideas. Moreover, people with high degree of openness to experience, implies that they are creative, innovative and imaginative (McCrae, 1987).
(2) Exemplify the cultural interpretations from openness to experience and service innovation terms. The cultural interpretations which we use here are ethic, principles, sensitive and dreams; we use random way to extract these words
Sam views ethic as the top important thing on his business, he thinks enterprise should makes money in a right way, if earn money by providing shoddy merchandise then company will not survive for a long time. - Finance
Sam is a business man who works based on his principles, he thinks all of his service and products provide should have a integrate process, because this not only can improve efficiency but al so can add value on his products and service – Process
Sam has a very sensitive personality, he observes and cares customer‟s needs and will revise his products and services to welcome customer‟s needs, and he expects himself to provide high quality service. – Offering
Sam has many dreams, he wants to delivery this feeling to his customers, and therefore, he wishes all of his customers could experience the feeling of dream seeker from his service. – Delivery
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Agreeableness
(1) Describe the characteristics of agreeableness.
Agreeableness could be described people who is trusting, caring, altruistic, and people who with high levels of agreeableness means that they are tend to positive interpersonal relationships and willing to cooperate with others (Zhao & Seibert, 2006).
(2) Exemplify the cultural interpretations from agreeableness and service innovation terms. The cultural interpretations which we use here are loyalty, implementation, generosity and friendship; we use random way to extract these words.
Mary is a very loyalty people, who dedicated herself on work, she manages company finance very well, and all the expense was used on the right things. - Finance
Mary is good at implementation, once she comes up with new ideas; she will go and try it, for example, how to decorate dishes or new menu. - Process
Mary is very generous to others, she is willing to provide best service and products to her customers, let customers fill satisfied and happy. – Offering
Mary views friendship as one of her most important things, she think customers are not only her clients but her friends, she cares about customer‟s feeling, therefore, she would like to prepare different scenario for her customers to experience. – Delivery
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Conscientiousness
(1) Describe the characteristics of conscientiousness.
Conscientiousness describes people who could be characteristics as persistence, hard work, and organization (Barrick & Mount, 1991). Moreover, people who has high levels of conscientiousness means they could be relied on to fulfill their own tasks and responsibilities (Zhao & Seibert, 2006).
(2) Exemplify the cultural interpretations from conscientiousness and service innovation terms. The cultural interpretations which we use here are effort, commitment, improvement and entrepreneurship; we use random way to extract these words
Kevin does effort a lot on his business; he keeps developing new products and service to increase his own competitive. Due to these, Kevin has very well and stable income to support him. – Finance
Kevin is a guy who will put his commitment into real, therefore, he always think about how to do innovation and is willing to work on it. In his mind, it is his commitment to his customers, which is to provide better service and products. – Process
Kevin knows that improvement could make his business growing, therefore, he spends lots of time on improving his service and products providing, he wishes his products and service are all based on good quality standards. – Offering
Kevin has highly entrepreneurship spirit, he wishes to convey his spirit to his customers via his service and products, and he wants his customers to feel the atmosphere of energy. – Delivery
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