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EBOOK
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.
Imprint Wiesbaden : Gabler, 2009.
Edition First edition.

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LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
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Author Schumann, Jan H.
Series Gabler research. Applied marketing science
Gabler research. Applied marketing science.
Subject Relationship marketing -- Cross-cultural studies.
Consumers -- Attitudes -- Cross-cultural studies.
International business enterprises -- Marketing.
Service industries -- Marketing.
Banks and banking, International.
Description 1 online resource (xxxii, 265 pages) : illustrations.
polychrome rdacc
Edition First edition.
Bibliography Note Includes bibliographical references.
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.
Note English.
Print version record.
ISBN 9783834983794
3834983799
9783834920188
3834920185
ISBN/ISSN 10.1007/978-3-8349-8379-4
OCLC # 505433334
Link Springer - LINK.
Additional Format Print version: Schumann, Jan H. Impact of culture on relationship marketing in international services. 1st ed. Wiesbaden [Germany] : Gabler, 2009 9783834920188 (OCoLC)611148615


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