Purpose – To explore the extent to which generosity, as instructed by culture, performs both a formative and a filtering role in the consumers’ service experience. Design/methodology/approach – The critical realism paradigm, a multi‐method/discipline approach is adopted. The research...

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the...

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in...

In the hotel industry, exceptional service failure recovery is a key determinant of customer satisfaction and loyalty. Western‐based hotel corporations should adapt their failure recovery training programs for their properties in China. Adjustments are necessary because of differences in...

Purpose This paper focuses on the problems inherent in the use of student samples in business research. Design/methodology/approach The subject is examined through the opinions of prior researchers, and the pros and cons are presented. The issues of internal and external validity are discussed,...

Purpose – The purpose of this study is to address the discrepancy between research that supports the service failure recovery and that which does not by examining customer satisfaction in the event of a service failure empirically. Design/methodology/approach – The objective of the study was...

Intense competition in higher education in many different countries mandates the need for assessments of customer‐perceived service quality for differentiation purposes. An instrument developed specifically from a business education setting was employed utilizing an importance/performance...