The Impact of Culture on Relationship Marketing in International Services (eBook)

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

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