An examination of the cross‐cultural differences in service quality: the example of Mexico and the USA
Paul Herbig
(Professor at the Marketing Department, Graduate School of International Trade and Business Administration, Texas A&M International University, Laredo, Texas, USA)
Alain Genestre
(Professor at the Marketing Department, Graduate School of International Trade and Business Administration, Texas A&M International University, Laredo, Texas, USA)
1962
Abstract
Taking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international dimensions, compares US and Mexican consumers’ perceptions of service quality. Ascertains the differences between the two cultures, and provides implications for the international marketer.
Keywords
Citation
Herbig, P. and Genestre, A. (1996), "An examination of the cross‐cultural differences in service quality: the example of Mexico and the USA", Journal of Consumer Marketing, Vol. 13 No. 3, pp. 43-53. https://doi.org/10.1108/07363769610118949
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited