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02613nam a22004455i 4500 |
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978-3-8349-8379-4 |
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DE-He213 |
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20151204154640.0 |
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cr nn 008mamaa |
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100301s2009 gw | s |||| 0|eng d |
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|a 9783834983794
|9 978-3-8349-8379-4
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|a 10.1007/978-3-8349-8379-4
|2 doi
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|a HF4999.2-6182
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|a KJ
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|a BUS042000
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|a 650
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|a Schumann, Jan H.
|e author.
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|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.
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|a Wiesbaden :
|b Gabler,
|c 2009.
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|a XXXII, 265 p. 14 illus.
|b online resource.
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|a text
|b txt
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|a computer
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|a online resource
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|a text file
|b PDF
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|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.
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|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.
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|a Business.
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|a Management science.
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|a Marketing.
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|a Business and Management.
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|a Business and Management, general.
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|a Marketing.
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783834920188
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|u http://dx.doi.org/10.1007/978-3-8349-8379-4
|z Full Text via HEAL-Link
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|a ZDB-2-SBE
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|a Business and Economics (Springer-11643)
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