Beyond disconfirmation

Brian C. Imrie (Department of Marketing, Monash University, Caulfield East, Melbourne, Australia)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 June 2005

Abstract

Purpose

To explore the extent to which generosity, as instructed by culture, performs both a formative and a filtering role in the consumers’ service experience.

Design/methodology/approach

The critical realism paradigm, a multi‐method/discipline approach is adopted. The research focuses on the Taiwanese consumer as a case and uses qualitative research techniques to model their consumption.

Findings

The most significant contribution this paper makes is informing understanding of the cognitive processes Taiwanese consumers engage in when determining their quality evaluation. The results lend further support to the existence of a relationship between culture and service quality evaluation.

Practical implications

The paper has consequences at a macro level for global strategy formulation and at a micro level for service quality measurement.

Originality/value

This paper contributes to the growing body of evidence lending support to the existence of a relationship between culture and service quality evaluation. The conceptual foundation is laid for further measure development.

Keywords

Citation

Imrie, B. (2005), "Beyond disconfirmation", International Marketing Review, Vol. 22 No. 3, pp. 369-383. https://doi.org/10.1108/02651330510602259

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.