Consumer Perceptions of Service Quality: a Cross-National Analysis

International service is the fastest growing sector in the world economy, but few studies have examined cross-national perceptions of service quality. The authors test a second-order service quality (SQ) model within a cross-national context – USA and India. The proposed SQ model – where satisfaction mediates the relationship between SQ and behavioral intention - is found to be superior to competing factor structures in terms of model fit. Consumers in USA perceive service quality levels to be significantly higher than consumers in India and weigh reliability, assurance, and empathy more heavily in their overall assessments of service quality.


James Agarwal, Naresh Malhotra, and Ruth Bolton (2009) ,"Consumer Perceptions of Service Quality: a Cross-National Analysis", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 19-19.


James Agarwal, University of Calgary, Canada
Naresh Malhotra, Georgia Tech, USA
Ruth Bolton, Arizona State University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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