The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services by Jan Hendrik SchumannThe Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services by Jan Hendrik Schumann

The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific…

byJan Hendrik Schumann

Paperback | September 24, 2009

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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.
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Title:The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific…Format:PaperbackDimensions:297 pagesPublished:September 24, 2009Publisher:Gabler VerlagLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834920185

ISBN - 13:9783834920188

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Table of Contents

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.