A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea
A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea
复制标题
美国和韩国服务提供商广告中传达的服务质量维度比较
DOI：
10.1108/02651330510602222
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发表时间：
2005
期刊：
影响因子：
--
通讯作者：
Young
中科院分区：
文献类型：
--
作者：
Hae;M. A. Raymond;C. R. Taylor;Young
目的 – 这项跨国研究旨在研究美国和韩国的服务广告中传达的服务质量维度和广告诉求。 设计/方法/途径 – 使用霍夫斯泰德的文化维度作为区分文化的基础，本研究探讨了文化在服务广告策略中的作用。内容分析用于检查美国和韩国的服务广告。调查结果 – 对 400 多种杂志广告的内容分析结果表明，广告商可以根据广告吸引力类型和特定服务质量维度对杂志中的服务广告进行标准化。研究局限性/影响 – 随着服务行业的不断发展，未来需要进行研究来比较不同类型服务和其他媒体中的服务广告。需要进行明确检验哪些类型的提示对韩国消费者有效的实验研究。实际影响 – 对广告商的影响...
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...