Research on International Service Marketing: A State of the Art

01......Page 1
02......Page 3
03......Page 5
SERVICES ACROSS THE GLOBE ANNO 2005......Page 6
COMPLEX YET WANTED: INTERNATIONAL SERVICE MARKETING RESEARCH......Page 7
A BIFOCAL APPROACH TO INTERNATIONAL SERVICE MARKETING......Page 8
Part II: Getting Services Across Borders......Page 9
FUTURE RESEARCH ON INTERNATIONAL SERVICES MARKETING......Page 10
REFERENCES......Page 11
MANAGING SERVICE RELATIONSHIPS IN A GLOBAL ECONOMY: EXPLORING THE IMPACT OF NATIONAL CULTURE ON THE RELEVANCE OF CUSTOMER RELATIONAL BENEFITS FOR GAINING LOYAL CUSTOMERS......Page 13
INTRODUCTION......Page 14
The Concept of Customer Relational Benefits......Page 15
Cultural Issues in Relationship Marketing Research......Page 17
The Moderating Role of National Culture......Page 18
Impact of Power Distance on the Relevance of Relational Benefits......Page 21
Impact of Individualism/Collectivism on the Relevance of Relational Benefits......Page 22
Impact of Uncertainty Avoidance on the Relevance of Relational Benefits......Page 25
DISCUSSION AND IMPLICATIONS......Page 26
Directions for Future Research......Page 30
REFERENCES......Page 31
A CROSS-CULTURAL INVESTIGATION OF RELATIONSHIP MARKETING EFFECTIVENESS IN RETAIL SERVICES: A CONTINGENCY APPROACH......Page 34
INTRODUCTION......Page 35
THEORETICAL BACKGROUND AND HYPOTHESES......Page 36
Relationship Marketing Efforts......Page 38
Relationship Outcomes......Page 39
Factors Potentially Moderating Relationship Marketing Effectiveness......Page 40
Demographic Characteristics......Page 41
Social Affiliation......Page 43
Shopping-Related Characteristics......Page 44
Setting......Page 47
Procedure......Page 48
Overall Model Evaluation......Page 49
Measurement Model Evaluation......Page 50
MODERATING RESULTS......Page 51
Age......Page 52
Social Affiliation......Page 60
Consumer Relationship Proneness......Page 61
DISCUSSION AND IMPLICATIONS......Page 63
LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH......Page 66
REFERENCES......Page 67
Measure Sources......Page 72
Items......Page 73
THE ROLE OF SOCIALLY DESIRABLE RESPONDING IN INTERNATIONAL SERVICES RESEARCH......Page 75
INTRODUCTION......Page 76
SOCIAL DESIRABILITY: CONCEPTUAL ISSUES......Page 77
SOCIAL DESIRABILITY: METHODOLOGICAL ISSUES......Page 79
Consumer Ethnocentrism in International Services......Page 80
Consumer Ethnocentrism and SDR......Page 81
Questionnaire Development and Sampling Method......Page 83
Descriptive Analysis......Page 84
Correlation and Regression Analyses......Page 85
Discussion......Page 88
Theoretical and Practical Implications for International Services Research......Page 89
REFERENCES......Page 90
INTRODUCTION......Page 92
OVERVIEW OF STUDIES ON SERVICE INTERNATIONALIZATION......Page 93
Motives for Internationalization......Page 95
Country/Market Selection......Page 99
Entry Mode Choice......Page 101
Profile of International Service Companies......Page 104
Theoretical Frameworks Underlying Studies......Page 105
Accommodating Service Characteristics......Page 106
A ROADMAP FOR FUTURE RESEARCH......Page 107
REFERENCES......Page 110
INTRODUCTION......Page 115
RESEARCH STREAMS IN EXTANT INTERNATIONAL SERVICES LITERATURE......Page 116
ENTRY MODE CHOICE......Page 117
REVIEW METHOD AND PARAMETERS......Page 118
KEY SERVICE SECTOR STUDIES: FINDINGS AND DISCUSSION......Page 119
Service Characteristics......Page 123
Firm Characteristics......Page 124
Market Characteristics......Page 127
Theoretical Frameworks Underpinning Entry Mode Research in Services......Page 128
Methodological Issues......Page 130
Revisiting Research Designs......Page 133
Research Variables......Page 135
CONCLUSION......Page 136
REFERENCES......Page 137
APPENDIX......Page 141
MARKETING INDUSTRIAL PROJECT-RELATED SERVICES INTERNATIONALLY: A MULTI-LINGUAL LITERATURE REVIEW......Page 142
INTRODUCTION......Page 143
KEY PROJECT MARKETING CONTRIBUTIONS......Page 144
Project Characteristics......Page 145
Managing Relationships in Project Business......Page 146
The Acquisition and Delivery of Projects According to Project Marketing Theory......Page 148
THE SERVICES MARKETING LITERATURE......Page 151
Two Service Models Relevant to the Marketing of Project-Related Services......Page 153
THE REALITY OF PROJECT-RELATED SERVICES MARKETING......Page 155
META-THEORETICAL ASSESSMENT OF VARIOUS MARKETING SCHOOLS\' AND RESEARCH GROUPS\' RELEVANCE TO THE MARKETING OF PROJECT-RELATED SERVICES......Page 158
CONCLUDING SUGGESTIONS FOR MARKETERS AND ACADEMICS......Page 161
REFERENCES......Page 163
INTRODUCTION......Page 168
CONCEPTUAL BACKGROUND......Page 170
METHODOLOGY......Page 175
Multilateral Client Following: Where They Go We Go?......Page 177
Psychic Distance and Its Role in Market Selection......Page 178
Developing a Position in Country Networks......Page 180
Establishment Chain......Page 182
Coordination Between Client and Country Networks......Page 184
CONCLUSIONS......Page 186
REFERENCES......Page 188