Exploring the Role of IND-COL as a Moderator in the Comprehensive Service Evaluation Model

Piyush Sharma, Siok Ngoh Ivy Chen, Sherriff T.K. Luk

Research output: Journal article publicationJournal articleAcademic researchpeer-review

12 Citations (Scopus)


Prior research shows that a comprehensive service evaluation model best explains the relationships among perceived service quality, sacrifice, value, satisfaction, and behavioral intentions; however, it ignores the influence of culture on these relationships. This article tests the moderating effects of the individualism-collectivism dimension of national culture on all the relationships in the comprehensive service evaluation model. Findings from a large-scale study across six retail categories (cosmetics, electronics, fashion, jewelry, telecom services, and department stores) show significant differences in the strength of relationships in the service evaluation process between shoppers from individualistic versus collectivistic cultures.
Original languageEnglish
Pages (from-to)129-142
Number of pages14
JournalJournal of International Consumer Marketing
Issue number1-2
Publication statusPublished - 1 Jan 2012


  • Collectivism
  • individualism
  • moderator effects
  • perceived value
  • sacrifice
  • satisfaction
  • service quality

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing


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