Consumer evaluations of fast‐food services: a cross‐national comparison

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.