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

• Published in: International marketing review Vol. 22; no. 3; pp. 309 - 326
• Main Authors: Bang, Hae‐Kyong, Anne Raymond, Mary, Taylor, Charles R., Sook Moon, Young
• Format: Journal Article
• Language: English
• Published: London Emerald Group Publishing Limited 2005
• Subjects: Advertising; Comparative studies; Content analysis; Culture; Customer services; GDP; Gross Domestic Product; Growth rate; Industrialized nations; Market potential; Market strategy; Marketing; Quality of service; Service industries; United States > US; Korea
• ISSN: 0265-1335; 1758-6763
• DOI: 10.1108/02651330510602222

This cross-national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. 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. 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. Korean advertising was found to be similar to US services advertising with its high frequency of rational appeals. In terms of tangibles, the Korean services ads used tangible cues much more frequently than their US counterparts. One interesting aspect of the findings is the relatively low use of some service quality claims in both countries, particularly with the use of responsiveness and empathy.