Research studies investigating service quality in organizations have popularized various tools. However, the usefulness of these tools in cross-cultural settings has been challenged and needs further investigation. The purpose of this study is to examine the efficacy of PAKSERV in deciphering the service quality of public sector hospitals in the Asian context of Pakistan. The study used a survey method where data was collected through a questionnaire which employed the PAKSERV dimensions of tangibility, reliability, assurance, sincerity, personalization and formality. Data was collected from 500 respondents visiting different public sector hospitals in the province of Punjab, Pakistan. The collected responses were analyzed using means, correlations and confirmatory factor analysis to interrogate the PAKSERV model's reliability and confirmation in an entirely new context. Findings suggest some clear gaps in the quality of public hospitals in Pakistan, specifically in the 'formality' and 'tangibility' dimensions. However, all PAKSERV dimensions generated excellent results except for the 'Formality' dimension, which indicates a need for theoretical adjustments while investigating further the service quality of public sector health care. This research is an original contribution to the body of knowledge as PAKSERV has been used for the first time to measure service quality of public sector hospitals in Asian settings. The formality dimension is not valid in case of measuring service quality of public sector hospitals. It indicates a clear need to further investigate PAKSERV service quality with public sector organizations. The study uncovers certain areas that were not previously discussed through SERVQUAL service quality measures of public sector hospitals in an Asian setting. The findings of this study will be beneficial for health care quality assurance officials, aspiring to improve the current stature of public sector health care in countries like Pakistan. The research is limited to public health care in Pakistan as the sample consisted of middle-class people, visiting various public sector hospitals.Global Business Review 15(4) 677-693

2015),"I'm loving it but hating US: understanding consumer emotions and perceived service quality of US fast food brands", British Food Journal, Vol. 117 Iss 9 pp. -Permanent link to this document: http://dx.(2015),"Dish composition: children's mental representation and expected liking", British Food Journal, Vol. 117 Iss 9 pp. -Access to this document was granted through an Emerald subscription provided by emerald-srm:463575 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay". recovery in the airline industry: a cross-cultural comparison of the attitudes and behaviours of British and Italian front-line personnel". AbstractPurpose: The studies which connect frame international global marketing emotions with perceived service quality are scarce. Current study fills this knowledge gap and takes into account by taking into account the consumers' perceived animosity, religiosity, and ethnocentrism to connect these with report perceived service quality and purchase intentions of s of US based fast-food brand chains currently operating in Pakistan. Methodology:We collected data by means of a self-administered questionnaire, distributed among 500 consumers, randomly selected, patronized the four US fast-food brands namely McDonalds, KFC, Pizza Hut and Subway in the city of Lahore in Pakistan. The data is analyzed by employing Structural Equation Modelling (SEM) based on AMOS 21.0 software. Findings:Results of this study reveal that religiosity and ethnocentrism among Pakistani fast food consumers are low and do not influence the decision to purchase fast food brands. in Pakistan. However, consumer these emotions influence perceived service quality perceptionsultimately leading to which influences purchase intentions. among consumers. Originality:The study generally adds to marketing and specifically to international food service marketing knowledge by eliciting the role of religiosity, animosity, and ethnocentrism to delineate service quality and purchase intentions. Furthermore, the study contributes to external validity of PAKSERV scale and the context of Pakistan -a collectivist Muslim country are also the uniq...

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Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial to the masses. The Western world is thoroughly investigated based on the opinions of public regarding marketing as a discipline. However, studies which present a non-Western consumer’s attitudes toward the role of marketing in a society are scant. This purpose of this study is to encapsulate Pakistani consumers’ understandings and attitudes toward marketing with an emphasis on their perceptions of the ethicality and transformative power of the discipline. Design/methodology/approach A purposive convenience sample of 40 professionals with diverse non-marketing backgrounds and of the widest possible demographic profile participated in in-depth, unstructured interviews. The content analysis and grounded theory method were used for the analysis. Findings Marketing is appreciated for creating product awareness and, occasionally, combating social problems, but this positive image is clouded by severely criticizing it for promoting materialism, being irritatingly pervasive and pushy, as well as for using unethical and unfair practices. Practical implications The study offers a valuable insight into the discipline’s performative and social legitimation in a fast-growing Asian economy. The authors recommend paths for a positive repositioning of the discipline that will improve its public image and enhance its potential for being recognized as a force for positive social change. Originality/value Further to enhancing our understanding of consumer attitudes toward marketing, this paper’s value lies in it being the first ever exploration of the developing country perspective. Most importantly, it contributes to a debate that could enlighten the much-needed repositioning of marketing as a discipline to make it useful for masses.