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The delivery of superb service quality has captured increasing attention from both academic researchers and practitioners. The purpose of this study is to examine the influence of individual-level cultural values on overall service quality expectations. Results from a sample of 487 Vietnamese customers confirm a significant relationship between service quality expectations and four cultural dimensions of collectivism, uncertainty avoidance, power distance and long-term orientation. Within these cultural values, collectivism is the best predictor that contributes to the variance of service quality expectations, followed by uncertainty avoidance and power distance, respectively. This study extends existing research relating to cultural influences on service quality, and suggests managerial implications that service providers should incorporate customers' cultural values in the processes of market segmentation, customer …