In the services marketing literature, few service classifications are based on how customers view services, and fewer of these have been validated cross‐culturally. To fill this gap, this research presents the results of a study that examined how US and French customers perceived and...

Purpose – The purpose of this paper is to present the results of a study that examined how customers in the USA, France, and Korea perceived and classified a set of 13 services based on multidimensional scaling (MDS). Design/methodology/approach – A MDS framework was used to map service...