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).Such customer expectations are often discovered through a customer-driven process of service design and standards. Zeithaml and Parasuraman (2004) include additional explanation of the customer-defined (driven) standards. These wereanbsp;...
|Title||:||The Influence of Culture and Dimensions of Service Quality on Positive Affect, Negative Affect, and Delightedness|
|Publisher||:||ProQuest - 2008|