INFLUENCE OF NATIONAL CULTURE AND ORGANIZATIONAL CULTURE ON THE ORGANIZATION’S PERFORMANCE IN THE SERVICE INDUSTRY

Abstract

Purpose: The main aim of this research is to determine the impact of national culture over the performance of a firm in Hotel industry of Pakistan. The hotel industry has been globalized therefore, it needs to be uplifted with the factors of national culture and specifically the managers need to know about these dimensions so that, their impact can be realized in the performance. Previous researchers have identified that, there has been a significant impact of national culture over the firm performance. ! ; : Methodology & Design: To determine this impact, a quantitative method is used while, the research approach is deductive. The research collects the data from primary sources i.e. questionnaire however, a sample size of 365 respondents have been selected for the study. All the four dimensions of Hofstede culture (Power distance, Uncertainty Avoidance, Masculine/feminists & Individualism/Collectivist) have been examined to have their impact on firm performance. The data for this research is being analyzed through Regression test while, the reliability ofthe scale is determined through Cronbach alpha test. i i i ! ; i ■ i Findings: The findings from the test revels that, (Power distance, Uncertainty Avoidance, Masculine/feminists has significant impact on organizational performance while, Individualism/Collectivist are found to be insignificant with the performance. The limitations ofthe research include time, and literature limitations. : ! i Limitations: The limitations ofthe research include industry limitations, time limitations and literature limitations. The research is unique and yet important for the growth in hotel industry but, when it comes to finding the relevant literature on Pakistan, I have come across a strong limitation here.