Asian Dimensions of Services Marketing delves into the world of industry in Asia. There has been phenomenal growth in that continent's service industries over the past few decades, and this book covers several important aspects of marketing services. These include the influence of reference groups in the service industries of Singapore, and influences upon the relationship between service performance and customer satisfaction in the Thai cultural and business setting. This book also discusses perceived success factors for multinational professional service firms in South Korea, examines how store atmosphere impacts the emotional well-being of Chinese customers in a leisure service setting, and more!