Abstract
This research proposal seeks to compare marketing aspects of private primary and secondary education institutions in both the United States and China. The present proposal is a follow up to unpublished research conducted in China in 2009. The previous work involved a 145-question survey completed by 18 member schools of the Association of China and Mongolia International Schools (ACAMIS). Part of the survey was a Service Quality Gaps Model Audit (Zeithaml et al. 2008), which measures five different problems in service delivery.
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© 2016 Academy of Marketing Science
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Frechette, M., Chun, W., Aubuchon, T. (2016). Moderating Effects of Psychic Distance on the Gaps Model of Service Quality. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_140
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DOI: https://doi.org/10.1007/978-3-319-11815-4_140
Publisher Name: Springer, Cham
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