TY  - JOUR
AB  - A growing number of US fast‐food franchises are expanding operations to overseas markets. Critical to the success of these service firms is an understanding of the way consumers in foreign markets evaluate their services. Reports the findings of a study that examined and compared the expectations and perceptions of US customers with those of South Korean clients about an international fast‐food chain. Reveals several important differences between the two groups of customers. Discusses the implications of the results for US fast‐food companies in international markets.
VL  - 11
IS  - 1
SN  - 0887-6045
DO  - 10.1108/08876049710158358
UR  - https://doi.org/10.1108/08876049710158358
AU  - Lee Moonkyu
AU  - Ulgado Francis M.
PY  - 1997
Y1  - 1997/01/01
TI  - Consumer evaluations of fast‐food services: a cross‐national comparison
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 39
EP  - 52
Y2  - 2024/09/20
ER  -