Measuring cross‐cultural service quality A framework for assessment

Measuring cross‐cultural service quality A framework for assessment The trend towards internationalisation in many service industries has increased the need for both managers and academics to collect cross-cultural/national consumer-perceived service quality data. Failure to establish cross-cultural equivalence and to detect differences in cross-national response bias will, however, affect data comparability, may invalidate the research results and could therefore lead to incorrect inferences about attitudes and behaviours across national groups. By initially focussing on developments in the mono-cultural service quality literature, a framework is presented whereby academics and managers can assess the potential impact of these international measurement issues. Existing cross-cultural service quality literature is reviewed and the extent to which these issues are addressed is highlighted. Methods for detecting and correcting cross-national response biases are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Measuring cross‐cultural service quality A framework for assessment

International Marketing Review, Volume 19 (5): 32 – Oct 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330210445
Publisher site
See Article on Publisher Site

Abstract

The trend towards internationalisation in many service industries has increased the need for both managers and academics to collect cross-cultural/national consumer-perceived service quality data. Failure to establish cross-cultural equivalence and to detect differences in cross-national response bias will, however, affect data comparability, may invalidate the research results and could therefore lead to incorrect inferences about attitudes and behaviours across national groups. By initially focussing on developments in the mono-cultural service quality literature, a framework is presented whereby academics and managers can assess the potential impact of these international measurement issues. Existing cross-cultural service quality literature is reviewed and the extent to which these issues are addressed is highlighted. Methods for detecting and correcting cross-national response biases are discussed.

Journal

International Marketing ReviewEmerald Publishing

Published: Oct 1, 2002

Keywords: Service quality; National cultures; Globalization; Services marketing

References

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