Consumer Evaluations of Services in International Markets: A Comparison of Developed and Emerging Market Consumers

  • Ethelbert Chukwuagozie

Student thesis: Phd


Purpose – The purpose of this thesis is to examine service consumers in developed and emerging markets in order to (1) understand how differences in country-specific factors impact evaluations of services, (2) determine the differences in their service-evaluative behaviour and the implications of the findings for international services marketing research and practice and (3) develop an international model of consumer evaluations of services, which does not currently exist in the international services marketing literature. Design/methodology/approach – A qualitative study involving 42 consumers from five retail banks each in Britain and Nigeria was conducted. The data were collected through semi-structured interviews and analysed using the informed grounded theory approach. Findings – National context, which comprises socio-cultural factors and the governance environment, impacts consumer evaluations of services differently in international markets. These factors affect consumer patronage motivations and assessments of the overall value of a service, as well as the perception of risk associated with the service delivery process. Research limitations/implications – Because the current study involved two nations and one service sector, it presents some limitations. Therefore, before generalising its outcomes, more studies should be conducted in different service settings and in other national contexts. Notwithstanding the limitations, the findings provide valuable insights into how developed and emerging market contexts impact consumers and the implications for services marketing in international markets. Practical implications / originality / value – A model of international service evaluation is proposed, areas where international marketing strategies require immediate attention are identified and some practical suggestions to managers of international services are offered. Further, this thesis presented in the “alternative format”, also contributes to the knowledge of the marketing discipline, as it has resulted in three papers, which have been prepared for submission to three different peer-reviewed journals.
Date of Award1 Aug 2018
Original languageEnglish
Awarding Institution
  • The University of Manchester
SupervisorJikyeong Kang (Supervisor) & Alex Gunz (Supervisor)


  • service evaluation
  • international markets
  • services marketing
  • emerging markets
  • retail banking

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