A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis.
Purpose- This cross-national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach- Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role...
| Main Authors: | , , , |
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| Format: | |
| Language: | English |
| Published: |
2004
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| Online Access: | http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178791 |