In this article, these dimensions are used as a basis for a comparative evaluation of the determinants of service quality between developed and developing countries. Environmental factors can be assigned to each of the ten service quality dimensions (see Table I). These environmental considerations can account for contrasts between developed and developing countries, and can be categorized into two main types: economic factors and socio-cultural factors (following the tr

In terms of an overall marketing strategy, the remaining hypotheses (H5 and H14) imply that appropriate marketing advantages in developing and developed countries could be gained through an awareness of the corresponding level of relationship marketing. Higher levels of relationship marketing must be employed in developed countries. Moreover, an emphasis on intangibles may achieve better results in developed nations, while a greater focus on the tangible core service may fare better in developing countries. These intangible benefits serve to strengthen the relationship bond with the customers.

While the preceding analysis focuses on the differences between goods and services, the literature also recognises that, because not all services are the same, it is important to identify similarities across service industries in order to facilitate services marketing management. To this end, six major non-exclusive, service classifications or frameworks, have been identified, focusing respectively on service as a process, mode of service delivery, nature of demand, customisation, attributes of the service experience and nature of the relationship between service provider and customers (Lovelock, 1996). The conclusion from these frameworks is that not all services pose the same challenges to consumers or the same strategic opportunities for service providers, but the challenges and opportunities earlier identified from the discussion of service characteristics remain. Inexperienced ethnic consumers, particularly those with communication difficulties, are likely to experience significantly greater difficulties than mainstream inexperienced consumers in the selection of service providers and in consuming services, basically because of a reduced ability to receive and convey risk-reducing information. Understanding of these greater difficulties and their implications requires the recognition of the role that ethnic groups may play as references for inexperienced ethnic consumers and, by implication, the appraisal of word-of-mouth communications, "the primary means by which consumers gather information about services" (Clow et al., 1997, p. 232).

While pure goods are high in search qualities that can be predetermined before purchase, services involve characteristics that can only be discerned after purchase or during consumption. Services are high in experience qualities (Nelson, 1970) and, at the pure service end of the goods-services continuum, they may be impossible to evaluate even after consumption, often relying on service supplier's credibility in the eyes of the consumer. These services are high in credence qualities (Darby and Karni, 1973). It may be more difficult for inexperienced ethnic consumers to acquire risk-reducing information, both for goods and services, but especially for the latter. This information is likely to be highly valued once a reliable (even if non-expert) source is found. That value is likely to be linked to the source and this source may be the service provider.

· H14 : In developed countries the added aspects of the service (which are more intangible than the core service) assume relatively greater importance, whereas in developing countries the additional aspects are relatively less important as the emphasis is on the core service.

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