The Impact of Culture on Relationship Marketing in International Services A Target Group-Specific Analysis in the Context of Banking Services
Buku ini diterbitkan tahun 2009 oleh Gabler | GWV Fachverlage GmbH, Wiesbaden adalah buku edisi Pertama.
Judul: The Impact of Culture on Relationship Marketingin International Services A Target Group-Specific Analysis in the Context of Banking Services
Oleh: Jan H. Schumann
Penerbit: Gabler | GWV Fachverlage GmbH, Wiesbaden
Tahun: 2009
Jumlah Halaman: 291 hal.
Penulis:
Georg F. Weber
University of Cincinnati Academic Health Center
Cincinnati, Ohio
USA
Lingkup Pembahasan:
Buku ini terdiri atas 7 Bab yang mebcakup 1) Pendahuluan , 2) Relationship Jasa Marketing Internasional: Negara Seni, 3) Analisis Budaya dalam Penelitian Cross-Cultural, 4) Penelitian Model dan Hipotesis, 5) Analisis Empiris , 6) Pembahasan Temuan Empiris , dan 7) Refleksi Umum dan Arah untuk Penelitian Masa Depan.
Daftar Isi:
List of Figures xix
List of Tables xx
List of Abbreviations xxiv
Summary xxix
1 Introduction 1
1.1 Internationalization of Services 1
1.2 Research Scope 4
1.3 Proceedings of the Study 8
2 Relationship Marketing in International Services: State of the Art 11
2.1 Service Characteristics and their Challenges for Service Marketing 11
2.2 Basic Premises and Core Concepts of Relationship Marketing 18
2.3 Challenges of International Service Marketing 25
2.4 The Evolution of International Service Marketing Research 27
2.5 Relationship Marketing Literature in Cross-Cultural Service Research 33
2.6 Need for Further Research on Relationship Marketing 43
3 Culture Analysis in Cross-Cultural Research 47
3.1 Definition and Conceptualization of Culture 47
3.2 Assessment of Culture 51
3.2.1 Ethnological Description 51
3.2.2 Use of Proxies - Regional Affiliation 52
3.2.3 Direct Value Inference 53
3.2.4 Indirect Values Inference - Benchmarks 54
3.2.5 The Role of Cultural Values 56
3.3 The Use of Hofstede’s Cultural Dimensions in Cross-Cultural Research 58
3.3.1 Reasons for the Wide Acceptance of Hofstede’s Work 58
3.3.2 Hofstede’s Cultural Dimensions 63
3.3.2.1 Power Distance 63
3.3.2.2 Uncertainty Avoidance 64
3.3.2.3 Individualism/Collectivism 66
3.3.2.4 Masculinity/Femininity 67
3.3.3 Validation of Hofstede’s Work 68
3.3.4 Critical Assessment of Hofstede’s Framework and Implications for its Application in
Marketing Research 70
4 Research Models and Hypotheses 75
4.1 Cross-Cultural Differences in the Development of Trust 75
4.1.1 The Importance of Cross-Cultural Differences in Trust Building 75
4.1.2 A General Model of Trust Building 77
4.1.3 Cultural Values and Trust 80
4.1.3.1 The Direct Effect of Individualism/Collectivism on Trust in the Service Provider 80
4.1.3.2 The Moderating Role of Cultural Values on the Development of Trust 82
4.1.3.2.1 Individualism/Collectivism as a Moderator of the Ability-Trust Link 83
4.1.3.2.2 Masculinity/Femininity as a Moderator of the Benevolence-Trust Link 85
4.1.3.2.3 Power Distance as a Moderator of the Integrity- Trust Link 86
4.1.3.2.4 Uncertainty Avoidance as a Moderator of the Predictability-Trust Link 87
4.2 Cross-Cultural Differences in Customers’ Willingness to Co-Produce 88
4.2.1 The Relevance of Cross-Cultural Differences in Customers’Willingness to Co-Produce 88
4.2.2 Co-Production and Value Co-Creation in Professional Services 90
4.2.3 Cultural Values and Customer Willingness to Co-Produce 93
4.2.3.1 Power Distance 96
4.2.3.2 Uncertainty Avoidance 97
4.2.3.3 Individualism/Collectivism 98
4.2.3.4 Masculinity/Femininity 98
4.3 Cross-Cultural Differences in the Effect of Word of Mouth 100
4.3.1 The Importance of Cross-Cultural Differences in the Effect of Word of Mouth 100
4.3.2 The Effect of Word of Mouth on Customer Evaluations in Service Relationships 102
4.3.2.1 Service Quality Perceptions 102
4.3.2.2 Customer Satisfaction 103
4.3.2.3 Trust 104
4.3.3 Cultural Values and Word of Mouth 106
4.3.3.1 Cross-Cultural Differences in the Effect of Word of Mouth on Customer
Evaluations 106
4.3.3.2 Uncertainty Avoidance as a Moderator on the Effect of Word of Mouth on Customer
Evaluations 107
5 Empirical Analysis 111
5.1 Research Context 111
5.2 Research Design 113
5.2.1 Emic vs. Etic Research Approaches 115
5.2.2 Concept Equivalence 116
5.2.3 Questionnaire 118
5.2.4 Secondary Data 119
5.2.5 Methodological Approach to Culture Assessment 120
5.2.6 Sample and Data Collection 121
5.3 Validation of the Measurement Model 127
5.3.1 Operationalization and Psychometric Properties of the Scales 128
5.3.2 Cronbach’s Alpha by Country 143
5.3.3 Measurement Model 143
5.3.4 Common Method Variance 145
5.3.5 Measurement Invariance 149
5.4 Hypothesis Testing 154
5.4.1 Analysis Procedure 154
5.4.2 Multilevel Analysis 160
5.4.3 Hypothesis Tests of the Trust Model 161
5.4.3.1 Analysis of the Validity of the General Model of Trust Building in Different
Countries 161
5.4.3.2 Multilevel Analysis of the Trust-Builing Model 163
5.4.4 Hypothesis Tests of the Co-Production Models 173
5.4.4.1 Test for Country Differences 173
5.4.4.2 Multilevel Analysis of the Co-Production Models 173
5.4.5 Hypothesis Tests of the Word-of-Mouth Models 178
5.4.6 Comparison of the Primary Cultural Values with the Hofstede Country Scores 179
6 Discussion of the Empirical Findings 185
6.1 Cross-Cultural Differences in Trust 185
6.1.1 Theoretical and Managerial Implications 185
6.1.2 Limitations and Directions for Further Research 188
6.2 Cross-Cultural Differences in Customers’ Willingness to Co-Produce 189
6.2.1 Theoretical and Managerial Implications 189
6.2.2 Limitations and Directions for Further Research 194
6.3 Cross-Cultural Differences in the Effect of Word of Mouth 194
6.3.1 Theoretical and Managerial Implications 194
6.3.2 Limitations and Directions for Further Research 197
6.4 Culture Assessment in Cross-Cultural Marketing Research 198
7 General Reflections and Directions for Future Research 201
7.1 Summary of Major Findings 201
7.2 Potential for Future Research 205
References 209
A Questionnaire 251
B Additional Tables for Trust-Building Models 255
C Additional Tables forWord-of-Mouth Models 259
Berminat?
Email: zanetapm@gmail.com
0 comments:
Post a Comment