| 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 | | 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 | | 2011 | Managing Service Quality | interviews | restaurant services | Western | 32 |
6 | | 2012 | Journal of the Academy of Marketing Science | scenario | service companies | Western | 111 |
7 | | 2014a | Journal of Service Management | scenario | hospitality industry | Western | 418 |
8 | | 2014b | Service Industries Journal | scenario | hotel | eastern | 287 |
9 | | 2014 | Industrial Marketing Management | case study | housing corporation | Western | 15 |
10 | | 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 | | 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 | | 2016a | Journal of Retailing and Consumer Services | scenario | online industry | Eastern | 278 |
17 | | 2016b | Journal of Retailing and Consumer Services | scenario | bank | Eastern | 944 |
18 | | 2016c | Journal of Hospitality and Tourism Management | scenario; questionnaire | travel | Western | 254 |
19 | | 2016c | Journal of Hospitality and Tourism Management | scenario; questionnaire | travel | Western | 188 |
20 | | 2016 | Journal of Service Research | scenario | car rental | Western | 92 |
21 | | 2016 | Journal of Service Research | scenario | car rental | Western | 439 |
22 | | 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 | | 2017 | Journal of Business Research | scenario | airline | Western | 464 |
25 | | 2017 | Journal of Business Research | scenario | hotel | Western | 466 |
26 | Joosten et al. | 2017 | Journal of Service Management | questionnaire | not specified | Eastern | 260 |
27 | | 2017 | Journal of Interactive Marketing | scenario | bicycle design | Western | 112 |
28 | | 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 |