A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea

Purpose – This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea.Design/methodology/approach – Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea.Findings – The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions.Research limitations/implications – As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed.Practical implications – Implications for advertisers att...

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