Keywords: Cross‐cultural research
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Journal Articles
Journal of Services Marketing (2011) 25 (6): 429–439.
Published: 13 September 2011
... participants in this study, these results may not be applied to customers from other countries. Second, the stimuli involved service failures that are in the context of air travel. Third, though the student sample is appropriate for crosscultural research, it limits the generalizability of the study's...

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