Purpose The purpose of the study is to explore the impact of cultural values on perceptions of service encounter quality by examining the potentially mediating role of service encounter expectations. Design/methodology/approach A questionnaire was designed to collect data from 30 cosmetic clinic...

Purpose By reviewing Iranian cultural values, this paper aims to identify Iranian cultural values that underlie consumers’ buying behaviours. Design/methodology/approach The study is an exploratory research; data are analysed through both exploratory and confirmatory factors analyses. Findings...