Abstract
This research examines how consumers in the U.S. and Japan evaluate service encounters. It broadens traditional thinking about components of service transactions and develops behaviorally based service encounter dimensions, each with multiple measures, for the two countries. The study reveals a conversation factor not presently identified in the services literature and significant cross-cultural differences in both the dimensions and behaviors identified in the two countries. It also examines the relationship of dimensions to encounter satisfaction in both countries.
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