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.
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/10.1108/07363769610118949Download as .RIS
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