A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea

Abstract

Purpose -This cross-national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach -Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea. Findings -The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions. Research limitations/implications -As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed. Practical implications -Implications for advertisers attempting to reach Korean consumers suggest that, in magazine advertising, rational appeals tend to be considerably more common than emotional appeals. Cues related to reliability and assurance also are used very frequently, suggesting that they may be well received by Korean consumers and thus that they should be used by many services advertisers. However, advertisers must consider the significance of what an Asian factor means for advertising strategy. Originality/value -This study contributes to the literature and provides insights to services providers and advertisers by comparing which advertising appeals and dimensions of service quality are conveyed in services advertising in Korea and the USA and by comparing the advertising strategies with cultural dimensions.

Measuring Soft-Sell Versus Hard-Sell Advertising Appeals

“…Examples of the countries explored include Japan (Johansson 1994;Mueller 1987Mueller , 1992, China (Lin 2001), Korea (Bang et al 2005;Jeon et al 1999), Taiwan (Tsao 1994;Wang et al 1997), the United Kingdom (Bradley, Hitchon, and Thorson 1994;Cutler and Javalgi 1994;Nevett 1992), France (Biswas, Olsen, and Carlet 1992), and Israel (Hetsroni 2000), as well as multicountry investigations (Albers-Miller and Royne Stafford 1999;Zandpour and Harich 1996). Notably, a significant number of these studies have made an explicit attempt to measure hard-sell and soft-sell appeals, perhaps as a result of these conceptual frameworks being based on underlying cultural differences more likely to be captured by the broader soft-/hard-sell classifications.…”

Generation Y Consumers’ Value Perceptions toward Apparel Mobile Advertising: Functions of Modality and Culture

“…These two markets are especially relevant in studies of M-advertisingbecause they have fast-growing mobile penetration rates (Choi, Hwang, & McMillan, 2008) but culturally different. The U.S. can be categorized as a highly individualistic culture, while Korea is a collectivistic country (Bang et al, 2005;Cho et al, 1999;Hofstede & Hofstede, 2005;Taylor, Miracle, & Wilson, 1997). Specifically, U.S. consumers scored 91 out of 100, and Korean consumers registered 18 out of 100 on the Individualist dimension of Hofstede's Model of National Cultures (Hofstede & Hofstede, 2005).…”

“…In a study of magazine advertisements, U.S. companies typically utilized rational appeals, while Korean advertisements relied on emotional appeals (Bang et al, 2005). Therefore, it can be postulated that U.S. and Korean Gen Y consumers`value perceptions toward apparel M-advertising will differ.…”

Cross‐cultural advertising research: where we have been and where we need to go

“…No Arab countries were included, and the entire continent of Africa was represented by only a single country: South Africa. However, despite these limitations, many marketing and advertising researchers have recognized the potential applicability of Hofstede's dimensions to both advertising and marketing research questions (Albers-Miller, 1996;Bang et al, 2005;Milner and Collins, 2000;Moon and Chan, 2005;Moon and Franke, 2000). Schwartz (1992Schwartz ( , 1994 provided the second typology of cultural values.…”