The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services (Paperback) (ISBN-13: 9783834920188)

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.

Author: Jan Hendrik Schumann
ISBN-10: 3834920185
ISBN-13: 9783834920188
Publisher: Gabler Verlag
Language: English
Published: 09/24/2009
Pages: 265
Format: Paperback
Weight: 0.79lbs
Size: 8.27h x 5.83w x 0.63d