The Impact of Culture on Relationsh - E-book

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The Impact Of Culture On Relationship Marketing In International Services - ENG

A Target Group-specific Analysis In The Context Of Banking Services

Jan Hendrik Schumann

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Sinopsis

ISBN:	9783834983794
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Ciencia de la gestión
Año de publicación:	2009-11-16

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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