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Consumer evaluations of fast‐food services: a cross‐national comparison

Consumer evaluations of fast‐food services: a cross‐national comparison A growing number of US fast‐food franchises are expanding operations to overseas markets. Critical to the success of these service firms is an understanding of the way consumers in foreign markets evaluate their services. Reports the findings of a study that examined and compared the expectations and perceptions of US customers with those of South Korean clients about an international fast‐food chain. Reveals several important differences between the two groups of customers. Discusses the implications of the results for US fast‐food companies in international markets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Consumer evaluations of fast‐food services: a cross‐national comparison

Journal of Services Marketing , Volume 11 (1): 14 – Feb 1, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049710158358
Publisher site
See Article on Publisher Site

Abstract

A growing number of US fast‐food franchises are expanding operations to overseas markets. Critical to the success of these service firms is an understanding of the way consumers in foreign markets evaluate their services. Reports the findings of a study that examined and compared the expectations and perceptions of US customers with those of South Korean clients about an international fast‐food chain. Reveals several important differences between the two groups of customers. Discusses the implications of the results for US fast‐food companies in international markets.

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 1, 1997

Keywords: Consumer behaviour; Fast‐food industry; International marketing; National cultures; South Korea; USA

References

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