The marketing literature suggests that product intangibility is positively associated with perceived risk and the intangibility construct encompasses three dimensions: physical intangibility, mental intangibility, and generality. The purpose of this research is to test which dimension of the...

Purpose – The research seeks to extend the notions of utilitarian and hedonic value to account for outcomes of consumer service encounters. Design/methodology/approach – The research question is examined using a sample of Korean restaurant consumers who used a structured questionnaire to...

Purpose – Aims to investigate the structural relationships between out‐patient satisfaction and service quality dimensions under a South Korea health care system where patients have substantial freedom in choosing their medical service providers and to further study the causal relationship...

Purpose – The study seeks to examine two variables of interest to marketers in the area of services advertising, ethnicity and service involvement. The goal of this study is to investigate the relative effectiveness of ethnic‐targeting in services advertising, specifically,...

Purpose – The purpose of this paper is to propose and empirically assess three comparative approaches to measuring service quality: modified gap model, TOPSIS and loss function. Aims to argue for the use of TOPSIS from decision sciences, and Loss function from operations research and...

Purpose – This study aims to examine the applicability of key measures of service quality and customer satisfaction in a cross‐cultural setting, first establishing measurement equivalence and then investigating the impact of culture on these measures. Design/methodology/approach – Using...

Purpose – The main objective of this paper is to compare consumers' online shopping behavior across three types of services (i.e. search, experience, and credence). Reviewing the marketing and psychology literatures, this study aims to propose that consumers' emotions (pleasure, arousal, and...