Limit search to available items
Book Cover
Author Schumann, Jan H.

Title The impact of culture on relationship marketing in international services : a target group-specific analysis in the context of banking services / Jan H. Schumann ; with a foreword by Florian von Wangenheim
Edition 1st ed
Published Wiesbaden : Gabler, ©2009


Description 1 online resource (xxxii, 265 pages) : illustrations
Series Gabler research. Applied marketing science
Gabler research. Applied marketing science.
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
Summary 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. The results of the study, conducted on banking customers in 11 countries, show that differences in cultural values impact consumers' behavior and cognitions. Overall, the findings from this doctoral study highlight the need for culture-specific relationship marketing in services that considers the values of specific target groups. The author outlines ways to cope with this challenge and derives implications for research and practice
Bibliography Includes bibliographical references
Notes English
Print version record
In Springer - LINK
Subject Relationship marketing -- Cross-cultural studies
Consumers -- Attitudes -- Cross-cultural studies
International business enterprises -- Marketing
Service industries -- Marketing.
Banks and banking, International.
Economie de l'entreprise.
Science économique.
Banks and banking, International.
Consumers -- Attitudes.
International business enterprises -- Marketing.
Relationship marketing.
Service industries -- Marketing.
Commerciële dienstverlening.
Genre/Form Cross-cultural studies.
Proefschriften (vorm)
Form Electronic book
ISBN 9783834983794