Title: Impact of cultural dimensions on CRM under face-to-face learning mode and distance learning mode in Papua New Guinea

Authors: Pulapa Subba Rao

Addresses: School of Business Administration, University of Papua New Guinea, P.O. Box: 320, University P.O., 134, National Capital District, Papua New Guinea

Abstract: Distance learning mode provides for virtual interactive learning. However, people in certain social structures prefer customised and face-to-face learning to distance learning due to the influence of their culture-specific factors on the learning process. This paper examines the impact of cultural factors on face-to-face and distance learning modes in Papua New Guinea (PNG). The study used the Hofstede|s cultural variables to assess the impact of culture on face-to-face and distance learning modes, and concluded that cultural factors contributed for the success of face-to-face-learning in contrast to distance learning. It is therefore suggested that distance learning should be complimented with the instructors and/or tutors support that is available in face-to face learning mode in the societies like PNG viz., high power distance, high degree of uncertainty avoidance, collectivism and femininity.

Keywords: customer relationship management; CRM; cultural dimensions; power distance; uncertainty avoidance; femininity; collectivism; individualism; Papua New Guinea; culture; face-to-face learning; distance learning; social structures.

DOI: 10.1504/IJECRM.2009.029293

International Journal of Electronic Customer Relationship Management, 2009 Vol.3 No.4, pp.319 - 326

Published online: 18 Nov 2009 *

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