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Applied Marketing Science / Angewandte Marketingforschung

The Impact of Culture on Relationship Marketing in International Services

A Target Group-Specific Analysis in the Context of Banking Services

Authors: Schumann, Jan Hendrik

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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 authors

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

Table of contents (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook $69.99
price for USA in USD (gross)
  • ISBN 978-3-8349-8379-4
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $89.99
price for USA in USD
  • ISBN 978-3-8349-2018-8
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

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
Series Title
Applied Marketing Science / Angewandte Marketingforschung
Copyright
2009
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8349-8379-4
DOI
10.1007/978-3-8349-8379-4
Softcover ISBN
978-3-8349-2018-8
Series ISSN
2627-1982
Edition Number
1
Number of Pages
XXXII, 265
Number of Illustrations
14 b/w illustrations
Topics

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