Final answer:
It is false that all customers from different cultural backgrounds subscribe to the same set of universal values. Cultural universals do exist, but specific values vary greatly between cultures.
Step-by-step explanation:
The assertion that all customers from different cultural backgrounds subscribe to the same set of universal values is false. While there are indeed some cultural universals, which are elements found in all cultures, the specific values and the importance assigned to each value can vary significantly from one culture to another. For example, the concept of the family unit is a cultural universal, but how it is defined and operates differs widely across societies. Some cultures emphasize the extended family living together, while others stress the importance of individual independence.
Values shape a culture's standards for discerning what is good and just in society, and while individuals share collective values within a culture, these values may not necessarily align with those of another cultural group. Values and beliefs are deeply embedded in culture and play a crucial role in the transmission and teaching of cultural beliefs.