Assessing the cross‐cultural applicability of a service quality measure A comparative study between Quebec and Peru

This research assesses the psychometric properties of a service quality measure applied internationally and investigates cross‐cultural differences in perceived service quality between North American and Latin American consumers. With this purpose in mind a cross‐cultural survey was conducted in which consumers evaluated the quality of supermarket services both in Quebec and in Peru. Four culture value orientations were expected to account for...