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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 Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services

Paperback

Series: Applied Marketing Science / Angewandte Marketingforschung

ManagementMarketing

ISBN10: 3834920185
ISBN13: 9783834920188
Publisher: Springer Nature
Published: Sep 24 2009
Pages: 265
Weight: 0.79
Height: 0.63 Width: 5.83 Depth: 8.27
Language: English
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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