Lawrence F Cunningham, Clifford E Young, Zuohao Hu
International Journal of Information Systems in the Service Sector (IJISSS), Vol 5 Issue 1, 2013, 17-32

This paper examines how customers view a set of hybrid services (eleven generic and self-service technologies) in the US and China. The data are collected using questionnaires on location in the US and China and are analyzed using multidimensional scaling. The study indicates that two dimensions, customization/standardization and high/low contact, explain over 80% of the variance in the classifications. Although there are differences when comparing the results of the US and China samples, the results are very …