Impact of Culture on Services Marketing : A Home Market Perspective

ISBN-13: 9783639117578 / Angielski / Miękka / 2009 / 288 str.

Evangelos Tsoukatos

Opis

This book describes a four-year research projectstepping-up from assessing thecross-cultural/cross-sectional applicability of theSERVQUAL metric, to analyzing the relationshipsbetween service quality, customer satisfaction andcustomer loyalty and, finally, to establishing theimpact of culture on these interactions. The ideathat Culture and Nation (ethnicity) are only looselyrelated, previously used to establish culturallydefined segments in international services markets,was extended to apply in home markets. The studyproduced valuable evidence on the applicability ofculture for segmenting domestic markets, even in themost, nationally and religiously, homogeneoussocieties. A new research agenda, for the impact ofculture on services marketing in home markets, wasintroduced that was subsequently followed in a numberof occasions around the Globe with encouragingresults so far.

O autorze

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.