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Published in:
2016 | OriginalPaper | Chapter
Moderating Effects of Psychic Distance on the Gaps Model of Service Quality
Authors : Michael Frechette, Wootae Chun, Tim Aubuchon
Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Publisher: Springer International Publishing
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Abstract
This research proposal seeks to compare marketing aspects of private primary and secondary education institutions in both the United States and China. The present proposal is a follow up to unpublished research conducted in China in 2009. The previous work involved a 145-question survey completed by 18 member schools of the Association of China and Mongolia International Schools (ACAMIS). Part of the survey was a Service Quality Gaps Model Audit (Zeithaml et al. 2008), which measures five different problems in service delivery.