Review and future directions of cross-cultural consumer services research

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Date: Mar. 2008
From: Journal of Business Research(Vol. 61, Issue 3)
Publisher: Elsevier B.V.
Document Type: Report
Length: 179 words

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Abstract :

To link to full-text access for this article, visit this link: Byline: Jingyun Zhang (a), Sharon E. Beatty (b), Gianfranco Walsh (c) Keywords: Cross-cultural; Services research; Service expectations; Evaluations of service; Reactions to service Abstract: It is widely recognized that an increasing number of service firms are expanding into international markets. Many studies in the services marketing literature have focused on the identification and discussion of similarities and/or differences in consumer service experiences across nations and cultures. In this paper we review the relevant literature, address conceptual and methodological issues associated with extant cross-cultural consumer services research and suggest theories and approaches in regards to future research in the area. In addition, we introduce and discuss the concept of "cultural service personality" as a potential new theoretical perspective. Author Affiliation: (a) Department of Marketing, College of Business Administration, Bowling Green State University, Bowling Green, OH 43403, USA (b) Culverhouse College of Commerce and Business Administration, University of Alabama, P. O. Box 870225, Tuscaloosa, AL 35487-0225, USA (c) Institute for Management, University of Koblenz-Landau, Universitatsstrasse 1, 56070 Koblenz, Germany

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Gale Document Number: GALE|A351265919