STRATEGIC CUSTOMER SERVICE, CULTURAL DIFFERENCES, & THE BIG 5 IN PERU AND THE UNITED KINGDOM.

When comparing Peru and the UK using Hofstede's 6D mode, we see that the two countries are almost complete opposites. In the Power Distance category; Peru scored a 64 whereas the UK scored a 35. This would indicate that Peru is a more hierarchical society while the UK has a more flat society. In the Individualism category; Peru scored a 16 whereas the UK scored an 89. In this category more than any of the others, they are polar opposites. Peru is a much more collectivist society, which is very common in many Latin American countries where many generations of a family often live in the same house. The UK is a very individualist society whose focus is on "I" meaning not only the individual but also immediate family. In the Masculinity category, the two countries scored much closer together, with Peru scoring 42 and the UK scoring 66. While both countries are close to the median, Peru is on the feminine, or more consensus driven side, and the UK is on the masculine or more competitive side. In the Uncertainty Avoidance category, Peru scored 87 and the UK scored 35. Again, these two countries are on opposite sides of the spectrum. Peru is uncomfortable with uncertainty while the UK is more accepting of uncertainty. In the Long-Term Orientation category, Peru scored a 25 while the UK scored a 51. Peru is a Short-Term Orientation country while the UK is almost exactly in the middle. In the Indulgence category, Peru scored 46 and the UK scored 69. Peru is very close to the middle in this category but is slightly on the side of restraint whereas the UK is a much more indulgent society. Many of the differences exhibited in the Hofstede 6D model can be attributed to the fact that Peru is a developing country while the UK is a developed country. Economic uncertainties account for Peru being a much more collectivist society, more focused on the short term, and being less indulgent. The economic security the UK enjoys allows for a more individualistic, competitive, and indulgent society. When examining Peru and the UK using the Big Five Personality traits, we can apply what we have learned about the two countries from Hofstede's 6D model. In terms of openness to experience, or inventive/curious vs. consistent/cautious, we can assume that Peru would fall on the side of cautious due to their high score in uncertainty avoidance, while the UK is more likely to be much more open to experiences due to their low score in the same category. In terms of conscientiousness, or efficient/organized vs. easy-going/careless, it becomes more difficult to determine. The UK being a more competitive society would suggest that they may be more efficient and organized in order to be successful, however Peru is a more collectivistic society may also contribute to them rating higher in terms of conscientiousness. Extraversion is also more difficult to determine, if we take the stereotypes of Latinos and the British, Latinos would be more outgoing and energetic whereas the British are typically more solitary and reserved. In my personal experience this is true to an extent. It is very difficult to judge an entire society's personality traits as individuals in each society will vary greatly, but in the most general terms the previous statement can be taken as true. In terms of agreeableness, the collectivist society of Peru would suggest that they work together and to successfully do so they must be agreeable, also their feminist society would also lend them towards being more compassionate. The UK on the other hand is an individualist and masculine society which means they lean towards being more analytical and detached. Finally, in terms of neuroticism, or being sensitive or nervous vs. being more secure or confident, Peru's developing economy is much less stable than the UKs so we can infer that Peru would be a more neurotic or nervous society whereas the UK would be less neurotic and more confident and secure. This is also supported by Peru tendency toward less indulgence and the UKs tendency toward being more indulgent. Because the UK feels more secure they can afford to be more indulgent, whereas the uncertainty in Peru would lead them to be less indulgent. When then considering customer service in the two countries, Peru can be considered a more friendly and outgoing country which would be reflected in their customer service strategies. Peru is more likely to greet customers quickly and warmly and would be more willing to help customers at any point. The UK on the other hand is a more reserved and individualist society and this would be reflected in their customer service strategy. While they would greet customers, it would be less energetic and they would seek to be less intrusive on their customers. [ABSTRACT FROM AUTHOR]