Authors

Year

Journal Name

Methodology

Industry

Culture

Sample Size

1

Karande et al. (study 1)

2007

Journal of Service Research

scenario

airline

Western

216

2

Karande et al. (study 2)

2007

Journal of Service Research

scenario

hotel

Western

208

3

Beibei Dong et al.

2008

Journal of the Academy of Marketing Science

scenario

online course

Western

223

4

SALLY A. HIBBERT et al.

2008

Journal of Consumer Behavior

scenario

not specified

Western

not specified

5

Bo Edvardsson et al.

2011

Managing Service Quality

interviews

restaurant services

Western

32

6

Roggeveen et al.

2012

Journal of the Academy

of Marketing Science

scenario

service companies

Western

111

7

Yingzi Xu et al.

2014a

Journal of Service Management

scenario

hospitality industry

Western

418

8

Yingzi Xu et al.

2014b

Service Industries Journal

scenario

hotel

eastern

287

9

Satu Nätti et al.

2014

Industrial Marketing Management

case study

housing corporation

Western

15

10

Sven Heidenreich et al.

2015

Journal of the Academy of Marketing Science

scenario

shoe design

Western

265

11

Elsharnouby, T. H. et al.

2015

Journal of Research in Interactive Marketing

scenario

telecommunication sector

Eastern

400

12

Erdogan Koca et al.

2015

Total Quality Management

scenario

hotel

Eastern

472

13

Achilleas Boukis

2016

Service Industries Journal

scenario

travel

Western

128

14

Cheung, F. Y. M. et al.

2016

Management Decision

questionnaire

not specified

Eastern

594

15

Park, J. et al.

2016

Journal of Retailing and Consumer Services

scenario

hotel

Western

330

16

Ali Gohary et al.

2016a

Journal of Retailing and Consumer Services

scenario

online industry

Eastern

278

17

Ali Gohary et al.

2016b

Journal of Retailing and Consumer Services

scenario

bank

Eastern

944

18

Ali Gohary et al. (study 1)

2016c

Journal of Hospitality and Tourism Management

scenario; questionnaire

travel

Western

254

19

Ali Gohary et al. (study 2)

2016c

Journal of Hospitality and Tourism Management

scenario; questionnaire

travel

Western

188

20

Dong, B et al.

(study 1)

2016

Journal of Service Research

scenario

car rental

Western

92

21

Dong, B et al. (study 2)

2016

Journal of Service Research

scenario

car rental

Western

439

22

Guo et al.

2016

Journal of Service Research

questionnaire

cable service

Western

283

23

Vazquez-Casielles et al.

2017

Service Business

interviews; scenario

department store; computer store

Western

240

24

Simon Hazée et al. (study 1)

2017

Journal of Business Research

scenario

airline

Western

464

25

Simon Hazée et al. (study 2)

2017

Journal of Business Research

scenario

hotel

Western

466

26

Joosten et al.

2017

Journal of Service Management

questionnaire

not specified

Eastern

260

27

Praveen Sugathan et al.

2017

Journal of Interactive Marketing

scenario

bicycle design

Western

112

28

M.S. Balaji et al.

2018

Journal of Business Research

scenario

hotel

Western

187

29

Dan Jina et al.

2019

Journal of Hospitality and Tourism Management

scenario

hotel

Western

495