Discusses and applies a general framework for services quality to make a comparative evaluation of ten dimensions of service quality between developed and developing countries. Derives specific hypotheses for each of the service quality dimensions based on the relevant environmental factors...

By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the...