The Impact of Culture on Relationship Marketing in International Services A Target Group-Specific Analysis in the Context of Banking Services /

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 e...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας: Schumann, Jan H. (Συγγραφέας)
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Wiesbaden : Gabler, 2009.
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
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100 1 |a Schumann, Jan H.  |e author. 
245 1 4 |a The Impact of Culture on Relationship Marketing in International Services  |h [electronic resource] :  |b A Target Group-Specific Analysis in the Context of Banking Services /  |c by Jan H. Schumann. 
264 1 |a Wiesbaden :  |b Gabler,  |c 2009. 
300 |a XXXII, 265 p. 14 illus.  |b online resource. 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
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505 0 |a 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. 
520 |a 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. 
650 0 |a Business. 
650 0 |a Management science. 
650 0 |a Marketing. 
650 1 4 |a Business and Management. 
650 2 4 |a Business and Management, general. 
650 2 4 |a Marketing. 
710 2 |a SpringerLink (Online service) 
773 0 |t Springer eBooks 
776 0 8 |i Printed edition:  |z 9783834920188 
856 4 0 |u http://dx.doi.org/10.1007/978-3-8349-8379-4  |z Full Text via HEAL-Link 
912 |a ZDB-2-SBE 
950 |a Business and Economics (Springer-11643)