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

• Main Author: Schumann, Jan H. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2009.
• Subjects: Business.; Management science.; Marketing.; Business and Management.; Business and Management, general.

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...

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.