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Consumer views of service classifications in the USA and France

Author

Listed:
  • Lawrence F. Cunningham

    (Graduate School of Business Administration, University of Colorado - University of Colorado [Boulder])

  • Clifford E. Young

    (Graduate School of Business Administration, University of Colorado - University of Colorado [Boulder])

  • Wolfgang Ulaga

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Moonkyu Lee

    (Yonsei University)

Abstract

In the services marketing literature, few service classifications are based on how customers view services, and fewer of these have been validated cross-culturally. To fill this gap, this research presents the results of a study that examined how US and French customers perceived and classified a set of 13 services based on multidimensional scaling. Service classifications were developed on a perceptual space where the actual services were mapped for two countries, the USA and France. The results of the study suggest that there are two underlying dimensions that explain approximately 80 percent of the total variance in service perceptions and classifications. The dimensions and correlations for the classifications and services displayed many consistencies and some differences among American and French consumers. Directions for future academic research and managerial implications are cited and discussed.

Suggested Citation

  • Lawrence F. Cunningham & Clifford E. Young & Wolfgang Ulaga & Moonkyu Lee, 2004. "Consumer views of service classifications in the USA and France," Post-Print hal-00482548, HAL.
    • Handle: RePEc:hal:journl:hal-00482548
    DOI: 10.1108/08876040410557212
    as

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    Cited by:

    1. Lai-cheung Leung, 2016. "The Role of Consumer-Brand Experiences and Relationship in Contributing to Brand Equity for Services," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 2(2), pages 195-216, April.
    2. Franco Mara & Meneses Raquel, 2020. "The Influence of Culture in Customers’ Expectations about the Hotel Service in Latin Countries with Different Human Development Levels," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 10(1), pages 56-73, May.

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