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Viewing report
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Impact of Culture on Services Marketing. Edition No. 1
VDM Publishing House, Jan 2009, Pages: 288
This book describes a four-year research project
stepping-up from assessing the
cross-cultural/cross-sectional applicability of the
SERVQUAL metric, to analyzing the relationships
between service quality, customer satisfaction and
customer loyalty and, finally, to establishing the
impact of culture on these interactions. The idea
that Culture and Nation (ethnicity) are only loosely
related, previously used to establish culturally
defined segments in international services markets,
was extended to apply in home markets. The study
produced valuable evidence on the applicability of
culture for segmenting domestic markets, even in the
most, nationally and religiously, homogeneous
societies. A new research agenda, for the impact of
culture on services marketing in home markets, was
introduced that was subsequently followed in a number
of occasions around the Globe with encouraging
results so far.
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