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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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Gabler Verlag : Imprint: Gabler Verlag,
2009.
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| Edición: | 1st ed. 2009. |
| Colección: | Applied Marketing Science / Angewandte Marketingforschung,
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| Temas: | |
| Acceso en línea: | Texto Completo |
MARC
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| 008 | 100301s2009 gw | s |||| 0|eng d | ||
| 020 | |a 9783834983794 |9 978-3-8349-8379-4 | ||
| 024 | 7 | |a 10.1007/978-3-8349-8379-4 |2 doi | |
| 050 | 4 | |a HF4999.2-6182 | |
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| 100 | 1 | |a Schumann, Jan Hendrik. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 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 Hendrik Schumann. |
| 250 | |a 1st ed. 2009. | ||
| 264 | 1 | |a Wiesbaden : |b Gabler Verlag : |b Imprint: Gabler Verlag, |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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| 490 | 1 | |a Applied Marketing Science / Angewandte Marketingforschung, |x 2627-2008 | |
| 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 Marketing. |
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| 773 | 0 | |t Springer Nature eBook | |
| 776 | 0 | 8 | |i Printed edition: |z 9783834920188 |
| 830 | 0 | |a Applied Marketing Science / Angewandte Marketingforschung, |x 2627-2008 | |
| 856 | 4 | 0 | |u https://doi.uam.elogim.com/10.1007/978-3-8349-8379-4 |z Texto Completo |
| 912 | |a ZDB-2-SBE | ||
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| 950 | |a Business and Economics (SpringerNature-11643) | ||
| 950 | |a Business and Management (R0) (SpringerNature-43719) | ||