International culturally sensitive surveys

Via afriend who works in the hotel business I received this link on cross-country differences in hotel guest satisfaction. A research across 8 countries with almost 200.000 people showed clear differences people of some countries expressing lower levels of satisfaction than those in other countries.The implications of the findings are that country differences must be accounted for when multinational brands are benchmarking or comparing satisfaction results across different market segments. Nothing new for me, but good to see that this becomes clear for more and more people. The study found that guests from the United States provided the highest ratings; guests from Japan provided the lowest ratings; and ratings by guests from France, Germany, Italy, Spain, and the U.K. typically fell between these extremes.