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...

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Bibliographic Details
Main Authors: Bang, Hae-Kyong., Raymond, Mary., Taylor, Charles., Moon, Young Sook.
Format: Villanova Faculty Authorship
Language:English
Published: 2004
Online Access:http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178791

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