Ueltschy, Linda C.; Laroche, Michel; Zhang, Man; Cho, … - In: Journal of Business Research 62 (2009) 10, pp. 972-979
Scenarios involving dental services investigate whether Asian cultures are similar enough to allow standardization of service offerings. The authors control and manipulate levels of service quality and performance to yield a 2 x 2 experimental design, with Japanese, Chinese, and Korean subjects...