Customer perceptions of service dimensions: American and Asian perspectives

Cunningham, Lawrence F., Young, Clifford E. and Lee, Moonkyu
Service Industries Journal Vol. 25, Issue 1, p. 43 – 59.

This article reports the results of a study that examined how US, Korean and Taiwanese customers perceived and classified a set of 13 services based on multidimensional scaling (MDS). Service classifications were developed on a perceptual space where the actual services were mapped for three countries, US, Korea and Taiwan. The results suggest service perceptions and classifications. The dimensions and correlations for the classifications and services displayed many consistencies and some differences among American, Korean and Taiwanese consumers. Directions for future academic research and managerial implications are cited and discussed.