The impact of culture on relationship marketing in international services : a target group-specific analysis in the context of banking services
Author(s)
Bibliographic Information
The impact of culture on relationship marketing in international services : a target group-specific analysis in the context of banking services
（Gabler research, . Applied marketing science = Angewandte Marketingforschung）
Gabler, 2009
1st ed
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Note
"Dissertation Technische Universität München, 2009" -- T.p. verso
Statement of responsibility of subseries: Dieter Ahlert ... [et al.]
Includes bibliographical references (p. [209]-250)
Description and Table of Contents
Description
The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.
Table of Contents
Relationship Marketing in International Services: State of the Art.- Culture Analysis in Cross-Cultural Research.- Research Models and Hypotheses.- Empirical Analysis.- Discussion of the Empirical Findings.- General Reflections and Directions for Future Research.
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