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Comparing Hybrid Services in the United States and China

机译：在美国和中国比较混合服务

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摘要

This paper examines how customers view a set of hybrid services (eleven generic and self-service technologies) in the U.S. and China. The data are collected using questionnaires on location in the U.S. and China and are analyzed using multidimensional scaling. The study indicates that two dimensions, customization-standardization and high/low contact, explain over 80% of the variance in the classifications. Although there are differences when comparing the results of the U.S. and China samples, the results are very consistent between the two countries. Both samples result in two primary dimensions, with minor descriptive differences of the dimensions. The study discusses the significance of the findings for managers and for continuing academic research. The limitations of the study include the nature of the sample and the possible uniqueness of the MDS type utilized. Based on this information, managers are able to see how respondents perceive their service category in relation to other service categories on a cross-cultural basis. Such information may form the basis for further investigation of their service brand in relation to other service brands.
机译：本文研究了美国和中国客户如何看待一套混合服务（11种通用和自助技术）。使用关于美国和中国位置的调查表收集数据，并使用多维标度进行分析。研究表明，定制标准化和高/低接触这两个维度可以解释分类中超过80％的差异。尽管在比较中美样本的结果时存在差异，但两国之间的结果非常一致。两个样本均产生两个主要维度，各维度的描述性差异较小。该研究讨论了研究结果对管理者和继续进行学术研究的重要性。研究的局限性包括样品的性质以及所使用的MDS类型可能的唯一性。根据这些信息，管理人员能够了解跨文化基础上受访者相对于其他服务类别的服务类别。此类信息可能构成进一步调查其服务品牌相对于其他服务品牌的基础。

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