This research is to explore Norwegians’ image of US lodging facilities with a two‐stage perceptual survey of Norwegian residents. Focus group surveys are first conducted to determine the important attributes delineating Norwegians’ perceptions of US lodging facilities. Subsequently, a...

The service quality literature has evolved around two schools of thought: the North American and the Nordic European. Although the North American School of thought has received much attention from the practitioners with a five factorial model, it has also generated a great deal of criticism. The...

This paper describes the use of Q‐sort technique in the scale development process. An exploratory study is presented to show the application of this methodology. The study takes its dimensions from established models of service quality. The result proposes that Q‐sort technique is a useful...