|
|||||
|
|
Review and future directions of cross-cultural consumer services research |
|
| Authors: | Jingyun Zhang Sharon E Beatty Gianfranco Walsh |
| Institution: | a Department of Marketing, College of Business Administration, Bowling Green State University, Bowling Green, OH 43403, USA b Culverhouse College of Commerce and Business Administration, University of Alabama, P. O. Box 870225, Tuscaloosa, AL 35487-0225, USA c Institute for Management, University of Koblenz-Landau, Universitätsstrasse 1, 56070 Koblenz, Germany |
| Abstract: | It is widely recognized that an increasing number of service firms are expanding into international markets. Many studies in the services marketing literature have focused on the identification and discussion of similarities and/or differences in consumer service experiences across nations and cultures. In this paper we review the relevant literature, address conceptual and methodological issues associated with extant cross-cultural consumer services research and suggest theories and approaches in regards to future research in the area. In addition, we introduce and discuss the concept of “cultural service personality” as a potential new theoretical perspective. |
| Keywords: | Cross-cultural Services research Service expectations Evaluations of service Reactions to service |
| 本文献已被 ScienceDirect 等数据库收录！ | |