and Abraham Maslow. In his benchmark study, Hofstede (1980) uncovered four criteria along which national cultures differ. The service quality dimensions of competence, courtesy, communication and credibility correlate significantly with two of Hofstede's cultural dimensions: power distance (the extent to which a society honours the unequal distribution of power in institutions and organizations), and individualism/collectivism (the extent to which a society has a loosely knit/tightly knit social framework). Small power distance and individualism were found to go together with greater national wealth, whereas high power distance and collectivism were found to be associated with low national wealth. Lastly, the service quality dimensions of security and tangibility are linked with Maslow's (1970) hierarchy along which individual needs are arranged: physiological needs, safety needs, belonging and love, esteem needs, and self-actualization needs. Lower level needs are said to dominate higher level needs and to direct behaviour until they are satisfied. While individuals in developing countries have yet to master and satisfy fully the lower level needs (physiological and safety needs), individuals in developed countries have come a long way in fully meeting those needs, and are preoccupied with addressing higher order needs.
             Table I lists the environmental factors that are of prime concern in addressing each of the service quality dimensions and their potential impact on marketing management decisions in developed and developing countries. The differences between developed and developing countries in terms of the service quality dimensions and related environmental factors are further discussed, and corresponding hypotheses are derived in the following.
             Services Quality Dimensions in Developed and Developing Countries
             Service reliability means consistently performing the service dependably and accurately. Portraying the reliability a...