Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/8829
Title: Exploring the role of IND-COL as a moderator in the comprehensive service evaluation model
Authors: Sharma, P
Chen, ISN
Luk, STK
Keywords: Collectivism
Individualism
Moderator effects
Perceived value
Sacrifice
Satisfaction
Service quality
Issue Date: 2012
Publisher: Routledge, Taylor & Francis Group
Source: Journal of international consumer marketing, 2012, v. 24, no. 1-2, p. 129-142 How to cite?
Journal: Journal of international consumer marketing 
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.
URI: http://hdl.handle.net/10397/8829
ISSN: 0896-1530
EISSN: 1528-7068
DOI: 10.1080/08961530.2012.650143
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