Abstract
ABSTRACT Prior research shows that a comprehensive service evaluation model best explains the relationships among perceived service quality, sacrifice, value, satisfaction, and behavioral intentions; however, it ignores the influence of culture on these relationships. This article tests the moderating effects of the individualism–collectivism dimension of national culture on all the relationships in the comprehensive service evaluation model. Findings from a large-scale study across six retail categories (cosmetics, electronics, fashion, jewelry, telecom services, and department stores) show significant differences in the strength of relationships in the service evaluation process between shoppers from individualistic versus collectivistic cultures.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
