Purpose: This study aims to explore how consumers gain identity from consumption of religious symbols in a Muslim, collectivist cultural context. Design/methodology/approach: The authors interviewed 63 consumers, recruited by means of a purposive sampling technique. The interviews focused on...

Purpose – There is a plethora of research which has dealt with service quality issues in various service organizations. But a few researchers have presented state of service quality from a cultural perspective, especially within an Asian cultural context. The purpose of this paper is to...