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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

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  • © 2009

Overview

Authors:
  1. Jan H. Schumann
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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xxxii
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  2. Introduction

    • Jan H. Schumann
    Pages 1-10

  3. Relationship Marketing in International Services: State of the Art

    • Jan H. Schumann
    Pages 11-45

  4. Culture Analysis in Cross-Cultural Research

    • Jan H. Schumann
    Pages 47-74

  5. Research Models and Hypotheses

    • Jan H. Schumann
    Pages 75-109

  6. Empirical Analysis

    • Jan H. Schumann
    Pages 111-184

  7. Discussion of the Empirical Findings

    • Jan H. Schumann
    Pages 185-200

  8. General Reflections and Directions for Future Research

    • Jan H. Schumann
    Pages 201-208

  9. Back Matter

    Pages 209-265
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Keywords

About this book

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.

About the author

Dr. Jan H. Schumann obtained his doctorate with Prof. Dr. Florian v. Wangenheim at the Technische Universität München.

Bibliographic Information

  • Book Title: The Impact of Culture on Relationship Marketing in International Services

  • Book Subtitle: A Target Group-Specific Analysis in the Context of Banking Services

  • Authors: Jan H. Schumann

  • Series Title: Applied Marketing Science / Angewandte Marketingforschung

  • DOI: https://doi.org/10.1007/978-3-8349-8379-4

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009

  • Softcover ISBN: 978-3-8349-2018-8Published: 24 September 2009

  • eBook ISBN: 978-3-8349-8379-4Published: 16 November 2009

  • Series ISSN: 2627-1982

  • Series E-ISSN: 2627-2008

  • Edition Number: 1

  • Number of Pages: XXXII, 265

  • Number of Illustrations: 14 b/w illustrations

  • Topics: Business and Management, general, Marketing

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