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Consumer views of service classifications in the USA and France

Lawrence F. Cunningham (Professors in the Business School, University of Colorado, Denver, Colorado, USA)
Clifford E. Young (Professors in the Business School, University of Colorado, Denver, Colorado, USA)
Wolfgang Ulaga (Associate Professor at the ESCP‐EAP European School of Management, Paris, France)
Moonkyu Lee (Professor in the School of Business, Yonsei University, Seoul, South Korea)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 October 2004

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.

Keywords

Citation

Cunningham, L.F., Young, C.E., Ulaga, W. and Lee, M. (2004), "Consumer views of service classifications in the USA and France", Journal of Services Marketing, Vol. 18 No. 6, pp. 421-432. https://doi.org/10.1108/08876040410557212

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited