Purpose – This paper aims to explore the association between intangibility and perceived risk using a sample of North American households. This relationship is explored within two purchase environments, namely online and offline. The authors also investigated the moderating effects of privacy,...

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...