ENHANCING CROSS-CULTURAL COMMUNICATION PERFORMANCE THROUGH COMMUNICATION TECHNOLOGY QUALITY
DOI:
https://doi.org/10.60101/gbafr.2024.277206Keywords:
Cross-cultural acceptance, Communication technology quality, Cross-cultural communicationAbstract
Purpose – To study the mediating role of communication technology quality on the relationship between cross-culture and cross-cultural communication performance.
Methodology – This study surveyed 400 employees in a multicultural smart electronics manufacturing industry. The data collection instruments were questionnaires measuring cross-cultural acceptance (CCA), communication technology quality (TQ), and cross-cultural communication effectiveness (ECC). The data analysis used structural equation modeling (SEM) technique to test hypotheses and verify the analytical model.
Results – The results showed that cross-cultural acceptance did not directly affect cross-cultural communication (ECC) effectiveness, but communication technology quality (TQ) played an important role in mediating between cross-cultural acceptance (CCA) and cross-cultural communication effectiveness, with TQ facilitating communication clarity and reducing misunderstandings. The results confirmed that TQ had a positive effect on communication in culturally diverse organizations and was an important factor promoting communication effectiveness in diverse environments.
Implications – The study's findings highlight the need for organizations to invest in quality and adaptable communication technologies to support cross-cultural communication and reduce communication barriers arising from cultural differences. High-quality technology facilitates effective collaboration and cooperation.
Originality/Value – This research advances knowledge on organizational culture management by highlighting the important role of communication technology quality in enhancing cross-cultural communication effectiveness. The results confirm that technology quality can be an important mediator in managing cultural diversity in global organizations. This research provides a new perspective on the use of technology to support communication in organizations with employees from diverse cultures.
References
AlAnezi, A., & Alansari, B. (2016). Gender differences in Hofstede's cultural dimensions among a Kuwaiti sample. European Psychiatry, 33(S1), S503-S504. https://doi.org/10.1016/j.eurpsy.2016.01.1853
Altaf, A. (2011). The impact of organizational culture on organizational effectiveness: Implication of Hofstede cultural model as organizational effectiveness model. International Journal of Interdisciplinary Social Sciences, 6(1), 161.
Aneas, M. A., & Sandín, M. P. (2009, January). Intercultural and cross-cultural communication research: Some reflections about culture and qualitative methods. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 10(1). https://doi.org/10.17169/fqs-10.1.1251
Brett, J., Behfar, K., & Kern, M. (2020). Managing multicultural teams. In Organizational Collaboration (pp. 155-164). Routledge.
Cam, M. F., & Minakova, L. (2022). Intercultural communications training and its role in the formation of cross-cultural competence of foreign language learners. Vestnik Tomskogo gosudarstvennogo universiteta, 476, 208-219. http://dx.doi.org/10.17223/15617793/476/23
Danso, R. (2018). Cultural competence and cultural humility: A critical reflection on key cultural diversity concepts. Journal of Social Work, 18(4), 410-430. https://doi.org/10.1177/1468017316654341
Fadilah, M. R., & Handrianto, Y. (2023). Analysis of Employee Satisfaction with Helpdesk Websites using Service Quality in Construction Companies. Information Technology and Systems, 1(1), 12-25. https://doi.org/10.58777/its.v1i1.91
Fatehi, K., Priestley, J. L., & Taasoobshirazi, G. (2020). The expanded view of individualism and collectivism: One, two, or four dimensions?. International Journal of Cross Cultural Management, 20(1), 7-24. https://doi.org/10.1177/1470595820913077
Froehle, C. M., & Roth, A. V. (2004). New measurement scales for evaluating perceptions of the technology-mediated customer service experience. Journal of operations management, 22(1), 1-21. https://doi.org/10.1016/j.jom.2003.12.004
Fu, Q. K., & Hwang, G. J. (2018). Trends in mobile technology-supported collaborative learning: A systematic review of journal publications from 2007 to 2016. Computers & Education, 119, 129-143. https://doi.org/10.1016/j.compedu.2018.01.004
Ghosh, A. (2011). Power distance in organizational contexts: A review of collectivist cultures. Indian Journal of Industrial Relations, 46(3), 89–101.
Gilleard, J., & Gilleard, J. (2002). Developing Cross-Cultural Communication Skills. Journal of Professional Issues in Engineering Education and Practice, 128(4), 187-200. https://doi.org/10.1061/(ASCE)1052-3928(2002)128:4(187)
Gupta, A., & Chen, I. (1995). Service quality: implications for management development. International Journal of Quality & Reliability Management, 12(7), 28-35.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8. https://doi.org/10.9707/2307-0919.1014
Kim, E. H., Park, Y. S., & Nam, K. O. (2011). An Analysis of the SaaS Quality Impact on the Service Performance and Loyalty. Journal of Information Technology Services, 10(3), 127-147. https://doi.org/10.9716/KITS.2011.10.3.127
Masterson, M. (2020). An Exploration of the Potential Role of Digital Technologies for Promoting Learning in Foreign Language Classrooms: Lessons for a Pandemic. International Journal of Emerging Technologies in Learning, 15(14), 83-96. https://doi.org/10.3991/ijet.v15i14.13297
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. https://doi.org/10.2307/1251430
Park, J. G., Lee, S., & Lee, J. (2014). Communication effectiveness on IT service relationship quality. Industrial Management & Data Systems, 114(2), 321-336. https://doi.org/10.1108/IMDS-04-2013-0186
Presbitero, A. (2020). Foreign language skill, anxiety, cultural intelligence and individual task performance in global virtual teams: A cognitive perspective. Journal of International Management, 26(2), 100729. https://doi.org/10.1016/j.intman.2019.100729
Rahmawati, Y. (2023). Assessing cross-cultural understanding and intercultural communication skills in EFL classrooms: Challenges, best practices, and perceptions. NextGen Education Review Journal, 1(2), 22-32. https://doi.org/10.58660/nextgen.v1i2.37
Reichl, P. (2007, September). From ‘Quality-of-Service’and ‘Quality-of-Design’to ‘Quality-of-Experience’: A holistic view on future interactive telecommunication services. In 2007 15th International Conference on Software, Telecommunications and Computer Networks (pp. 1-6). IEEE.
Roses, L. K., Hoppen, N., & Henrique, J. L. (2009). Management of perceptions of information technology service quality. Journal of Business Research, 62(9), 876-882. http://dx.doi.org/10.1016/j.jbusres.2008.10.005
Solodkova, I. M., & Ismagilova, L. R. (2016). Acquisition of Socio-Cultural Competence via Dynamic Learning Environment. In The European Proceedings of Social and Behavioural Sciences (pp.389-395). Kazan Federal University, Russia. http://dx.doi.org/10.15405/epsbs.2016.07.62
Sunny, S., Patrick, L., & Rob, L. (2019). Impact of cultural values on technology acceptance and technology readiness. International Journal of Hospitality Management, 77, 89-96. https://doi.org/10.1016/j.ijhm.2018.06.017
Szkudlarek, B., Osland, J. S., Nardon, L., & Zander, L. (2020). Communication and culture in international business–Moving the field forward. Journal of World Business, 55(6), 101126. https://doi.org/10.1016/j.jwb.2020.101126
Van Laar, E., Van Deursen, A. J., Van Dijk, J. A., & De Haan, J. (2020). Determinants of 21st-century skills and 21st-century digital skills for workers: A systematic literature review. Sage Open, 10(1), 2158244019900176. https://doi.org/10.1177/2158244019900176
Vargo, D., Zhu, L., Benwell, B., & Yan, Z. (2021). Digital technology use during COVID‐19 pandemic: A rapid review. Human Behavior and Emerging Technologies, 3(1), 13-24. https://doi.org/10.1002/hbe2.242
Virima, M., Sandada, M., Ndoro, T., & Chuchu, T. (2019). The impact of service quality drivers on customer satisfaction in internet provision services of Zimbabwe. Journal of Business & Retail Management Research, 13(3), 91–101. https://doi.org/10.24052/JBRMR/V14IS01/ART-09
Wang, K. T., & Goh, M. (2020). Cultural intelligence. In The Wiley Encyclopedia of Personality and Individual Differences: Clinical, Applied, and Cross‐Cultural Research (pp. 269–273).
Wei, S. (2024). Discussion of Cross-Culture Management in Cultural Diversified Workplace. Journal of Sociology and Ethnology, 6(1), 164-168. https://dx.doi.org/10.23977/jsoce.2024.060122
Yalin, A. (2017). The Impact of Employees’ National/Regional Culture on the Adaptation to Organizational Culture. Management, 5(5), 408-421. http://dx.doi.org/10.17265/2328-2185/2017.05.003
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
