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Cross-cultural measurement of transaction-specific customer satisfaction in the services industry

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In a global economy, businesses need to understand the customers of the countries they are competing in. For the airline services industry and based on the Skytrax rating system, this study explores whether means of transactionspecific customer satisfaction measures can be compared across countries. Data from 3,654 passengers of 13 airlines are collected and evaluated for Australia, Canada, Germany, India, the Netherlands, Singapore, UK, and USA. A sequence of tests for model comparability reveals that the Skytrax measurement system exhibits cross-national equivalence. It is suggested that simple items used in everyday satisfaction surveys can reliably be used by business practitioners across countries and cultural boundaries.

Keywords: AIRLINE INDUSTRY; CROSS-CULTURAL MEASUREMENT; CUSTOMER SATISFACTION; MEASUREMENT EQUIVALENCE; MODEL COMPARABILITY; SERVICE QUALITY

Document Type: Research Article

Publication date: December 1, 2016

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