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Taking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international dimensions, compares US and Mexican consumers’ perceptions of service quality. Ascertains the differences between the two cultures, and provides implications for the international marketer.
Journal of Consumer Marketing – Emerald Publishing
Published: Jun 1, 1996
Keywords: International marketing; Mexico; National cultures; Service quality; USA
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