The Impact of Culture on Relationship Marketing in International Services

Despite major interest in relationship marketing topics, the research scope thus far has been rather narrow, focusing predominantly on service failures. In my opinion, this concentration can be attributed to the prior dominance of ...

The Impact of Culture on Relationship Marketing in International Services

The Impact of Culture on Relationship Marketing in International 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 establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.

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