A Cross-Cultural Comparison of Service Quality Prioritization

The findings of this research are mostly useful to those who intend to penetrate international business to consumer markets. one of the key challenges of online businesses is how they manage service quality, which holds a significant importance to customer satisfaction. this paper is intended to unveil customer perception on service quality priority and different cultural expectations of online shopping. the questionnaire utilized was based on the servq ual instrument that identifes fivequality dimensions. this study indicates that, in developing countries, customers need more security and clarity in transactions. the managerial and theoretical implications are provided