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, and Korea perceived and classified a set of 13 services based on multidimensional scaling (MDS). Design …/methodology/approach – A MDS framework was used to map service classifications and actual services in the USA, Korea and France. Results from …/or services on the underlying dimensions. Research limitations/implications – Evidence from diverse cultures implies that …
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In the services marketing literature, few service classifications are based on how customers view services, and fewer … 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 …
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