Abstract
This study employs a cross-cultural perspective to explore the antecedent
role of service quality and satisfaction in the development of service
customers' behavioral intentions. Specifically, due in large part
to the differing theories offered in the literature as to the relationship
between service quality and satisfaction and their effects on behavioral
intentions, we examine the extent to which the causal order of service
quality and satisfaction is robust across national borders. The overriding
objective is to determine whether the effects of service quality
and satisfaction on such behavioral outcomes as repurchase intentions,
loyalty, and word of mouth are context-specific or uniform across
varying service environments. Competing theories are tested and the
results indicate that the effect of service quality on behavioral
intentions is mediated by a consumer's level of satisfaction and
that this relationship is consistent across cultures.
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