Impact of Culture on Services Marketing

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.

Autorentext
Studied Mathematics at the Aristotelion University of Thessaloniki (B.Sc.), Greece; Operational Research (M.Sc.) and Management Science (PhD), at the University of Lancaster. Lecturer at the Technological Educational Institute of Crete, Department of Insurance and Finance.

Klappentext
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.