Schumann The Impact of Culture on Relationship Marketing in International Services

A Target Group-Specific Analysis in the Context of Banking Services
2009
ISBN: 978-3-8349-8379-4
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 265 Seiten, eBook

Reihe: Applied Marketing Science/Angewandte Marketingforschung

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.

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

Zielgruppe

Research

Autoren/Hrsg.

Schumann, Jan Hendrik

Inhaltsverzeichnis

1;Foreword;6
2;Preface;8
3;Short Table of Contents;11
4;Table of Contents;13
5;List of Figures;18
6;List of Tables;19
7;List of Abbreviations;22
8;Summary;25
9;Chapter 1 Introduction;29
9.1;1.1 Internationalization of Services;29
9.2;1.2 Research Scope;32
9.3;1.3 Proceedings of the Study;36
10;Chapter 2 Relationship Marketing in International Services: State of the Art;39
10.1;2.1 Service Characteristics and their Challenges for Service Marketing;39
10.2;2.2 Basic Premises and Core Concepts of Relationship Marketing;46
10.3;2.3 Challenges of International Service Marketing;53
10.4;2.4 The Evolution of International Service Marketing Research;55
10.5;2.5 Relationship Marketing Literature in Cross-Cultural Service Research;61
10.6;2.6 Need for Further Research on Relationship Marketing in International Services;71
11;Chapter 3 Culture Analysis in Cross-Cultural Research;74
11.1;3.1 Definition and Conceptualization of Culture;74
11.2;3.2 Assessment of Culture;78
11.3;3.3 The Use of Hofstede’s Cultural Dimensions in Cross- Cultural Research;85
12;Chapter 4 Research Models and Hypotheses;102
12.1;4.1 Cross-Cultural Differences in the Development of Trust;102
12.2;4.2 Cross-Cultural Differences in Customers’ Willingness to Co- Produce Services;115
12.3;4.3 Cross-Cultural Differences in the Effect of Word of Mouth in Relational Service Exchange;127
13;Chapter 5 Empirical Analysis;137
13.1;5.1 Research Context;137
13.2;5.2 Research Design;139
13.3;5.3 Validation of the Measurement Model;153
13.4;5.4 Hypothesis Testing;180
14;Chapter 6 Discussion of the Empirical Findings;211
14.1;6.1 Cross-Cultural Differences in Trust;211
14.2;6.2 Cross-Cultural Differences in Customers’ Willingness to Co- Produce;215
14.3;6.3 Cross-Cultural Differences in the Effect of Word of Mouth;220
14.4;6.4 Culture Assessment in Cross-Cultural Marketing Research;224
15;Chapter 7 General Reflections and Directions for Future Research;227
15.1;7.1 Summary of Major Findings;227
15.2;7.2 Potential for Future Research;231
16;Bibliography;235
17;Appendix A Questionnaire;277
18;Appendix B Additional Tables for Trust-Building Models;281
19;Appendix C Additional Tables forWord-of-Mouth Models;285

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.

Über Autor(innen)

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