Cunningham, Lawrence F.; Young, Clifford E.; Ulaga, Wolfgang - In: Journal of Services Marketing 18 (2004) 6, pp. 421-432
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 …