Cited by 117Customer Service Quality and LoyaltyService and Product InnovationConsumer Behavior and Marketing Influence

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An exploratory study of service value in the USA and Ecuador

Brady, Michael K., Robertson, Christopher J.·1999·International Journal of Service Industry Management

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Abstract

Abstract In recent years, the significance of offering value to service customers rivals the provision of satisfaction and service quality. The growing importance of the construct is especially apparent in the fast food industry as evidenced by the international popularity of value menus offered by many fast food franchises. The service value trend is particularly relevant in Latin America as more multinational service franchises compete for newfound market share. Zeithaml, in her comprehensive analysis of the service value construct, suggests that service value perceptions emerge when consumers weigh their perceptions of service quality against the necessary sacrifices made to acquire the service. In the current study, this conceptual model is tested using samples derived from fast food consumers in both Ecuador and the USA. The objective is to perform an empirical test of Zeithaml's model and to compare the relative importance attached to the components of her model across the two samples. An additional consideration is an analysis of the effect of gender on the purchase behaviour of these consumers. The research and managerial implications of the study are considered, as are the research limitations.

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Authors: Brady, M. K., & Robertson, C. J.
Affiliations: Boston College (US)
Northeastern University (US)
ORCID: Robertson, Christopher J.
Venue: International Journal of Service Industry Management
Publisher: Emerald
Published: 1999-12
Volume: 10
Issue: 5
Pages: 469-486
ISSN: 0956-4233 (ISSN-L)
DOI: 10.1108/09564239910289003
OpenAlex: W2004721760
Cited by: 117
References: 40
Citations by year: 2025: 2 · 2024: 1 · 2023: 3 · 2022: 4 · 2021: 6 · 2020: 9 · 2019: 7 · 2018: 1 · 2017: 11 · 2016: 2 · 2015: 6 · 2014: 3 · 2013: 5 · 2012: 6
FWCI: 1.60
Type: journal article
Language: en
Open access: closed
Licence: www.emeraldinsight.com/page/tdm (tdm)
Locations: International Journal of Service Industry Management (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: service value, service quality, sacrifice, fast food consumers, fast food franchise, cross-cultural comparison, gender differences, purchase behaviour, Latin America, Ecuador, United States

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An exploratory study of service value in the USA and Ecuador

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