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The purpose of this study was to examine the similarities and differences between customers in South Korea (SK) and in the United States (US) with respect to their characteristics and behaviors related to discount store patronage (i.e., shopping orientation, importance of store attributes, store evaluation, store satisfaction, store patronage intention). A total of 234 discount store customers participated in the study, 117 from SK and 117 from the US. Significant differences were found in importance of store attributes, store evaluation, and store satisfaction, but no significant differences were found in shopping orientation and store patronage intention.

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