A Structuralist Perspective on the Role of Culture in Taiwan Service Quality Evaluation

This paper examines the influence of the socio-cultural environment on service quality evaluation within Taiwan. Bourdieu's (1986) structuralist perspective of culture is utilised as a framework to explore how culture influences Taiwanese service quality. The results are contrary to Bourdieu's (1984) theory that rising economic prosperity should encourage consumers to behave more as self-interested individuals. Taiwan case informants are found to have not forsaken their extensive social networks as key influences upon their service consumption. Indeed it is concluded that modern service consumption continues to be an important strategic field wherein the Taiwan populace compete for many types of capital, but in particular social and symbolic capitals.