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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.<\/p>","DOI":"10.4018\/jisss.2013010102","type":"journal-article","created":{"date-parts":[[2013,3,6]],"date-time":"2013-03-06T17:05:13Z","timestamp":1362589513000},"page":"17-32","source":"Crossref","is-referenced-by-count":1,"title":["Comparing Hybrid Services in the United States and China"],"prefix":"10.4018","volume":"5","author":[{"given":"Lawrence F.","family":"Cunningham","sequence":"first","affiliation":[{"name":"The Business School, University of Colorado Denver, Denver, CO, USA"}]},{"given":"Clifford E.","family":"Young","sequence":"additional","affiliation":[{"name":"The Business School, University of Colorado Denver, Denver, CO, USA"}]},{"given":"Zuohao","family":"Hu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Tsinghua University, Beijing, China"}]}],"member":"2432","reference":[{"key":"jisss.2013010102-0","first-page":"131","article-title":"Why we need service marketing","author":"J. 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