A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea

Hae‐Kyong Bang · Mary Anne Raymond · Charles Ray Taylor · Young Sook Moon

83 citations0/0 files storedInternational Marketing Review

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Purpose – This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea.

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1983Culture's Consequences: International Differences in Work-Related Values.1988The Confucius connection: From cultural roots to economic growth 1991Refinement and reassessment of the SERVQUAL scale.2001World development report 2000/2001 : attacking poverty 1989Reliability of Nominal Data Based on Qualitative Judgments 1984Cultural dimensions in management and planning 1993Tracking the evolution of the services marketing literature 2000The Relationships between Culture and Service Quality Perceptions

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