The Influence of Culture and Dimensions of Service Quality on Positive Affect, Negative Affect, and Delightedness

The Influence of Culture and Dimensions of Service Quality on Positive Affect, Negative Affect, and Delightedness

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The purpose of this study was to examine the influence of culture (U.S citizens versus non-U.S. citizens) and the dimensions of service quality on positive affect, negative affect and delightedness. The sample consisted of students with United States citizenship (n = 34) as well as Korean, Chinese, and Japanese students (n = 48) of a university in the Western United States. In this experiment, SERVQUAL-based service quality dimensions (i.e., tangibles, assurance, reliability, empathy, responsiveness) were systematically manipulated according to an orthogonal design. This design implies that all main effects are uncorrelated. Procedures involved construction of eight scenarios to be evaluated by participants for displeasure (negativity of affect), pleasure/enjoyment (positivity of affect), and delightedness (inspired by Kano model).Definition of Service Quality Hall and Elliott (1993) define service quality as something that aquot;... is considered to be a global value judgment in many ways similar to an attitudeaquot; (p. 27). Zeithaml and Parasuraman (2004) cite Lewis and Boomsa#39;sanbsp;...


Title:The Influence of Culture and Dimensions of Service Quality on Positive Affect, Negative Affect, and Delightedness
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Publisher:ProQuest - 2008
ISBN-13:

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