The Impact of Culture on Relationship Marketing in International Services

A Target Group-Specific Analysis in the Context of Banking Services
2009
ISBN: 978-3-8349-2018-8
Verlag: Gabler Verlag

Buch, Englisch, 265 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 438 g

Reihe: Applied Marketing Science / Angewandte Marketingforschung

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.

Zielgruppe

Research

Autoren/Hrsg.

Schumann, Jan Hendrik

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Finanzsektor & Finanzdienstleistungen Bankwirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel

Inhaltsverzeichnis

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.

Über Autor(innen)

Dr. Jan H. Schumann obtained his doctorate with Prof. Dr. Florian v. Wangenheim at the Technische Universität München.