Management and Cultural Implications of Customer Satisfaction Helpdesk Differences

In today’s high-tech markets, customer satisfaction is becoming an increasingly important aspect of business management. South American IT companies offering products and services can be influenced by the cultural and economic environment. This study analyzes customer satisfaction measurements in six South American countries: Argentina, Brazil, Chile, Colombia, Peru and Venezuela over a five-year period from 2013 to 2017. The research question is whether these six countries have similar perceptions of customer satisfaction among consumers.

The first research question is whether satisfaction has a similar meaning across countries.If all six countries are of similar importance, companies that offer products and services in those countries could offer similar training programs and levels of service. While levels of satisfaction vary, each country may require a different service strategy. The results of this study show statistically that satisfaction is not the same across the six countries.

The second question is whether satisfaction measures are relatively constant over a five-year period. In other words, management should monitor changes in satisfaction perceptions in each country to determine whether they have changed or can assume that satisfaction perceptions are the same each year.The results of the study show that statistically three of the countries have satisfaction levels that have consistent perceptions of satisfaction over the five-year period while three of the countries have satisfaction perceptions that change across the five-year period.

The study shows that there are no consistent drivers of overall satisfaction within the six countries and five-year time frame. However, the ability of the technician was the question that had the highest correlation with overall satisfaction most often for the five years across the six countries.

In general, the six major South American countries act very differently and should not be considered as homogeneous with respect to customer satisfaction for computer products or high technology medical equipment.