Suham-Abid, Dalia; Vila-Lopez, Natalia - In: The TQM Journal 32 (2019) 1, pp. 183-200
Purpose: The purpose of this paper is to analyze differences in airlines service quality perceptions (service content) and visual communication styles (service form) between passengers from a high-context (HC) culture (Iraq) and from a low-context (LC) one (Germany). The theoretical support is...