The Impact of Culture on Relationship Marketing in International Services
marketingincross-culturalservices. Aparticularimportantcontributioninthisrespect is the clustering of recent articles on international services, which show that the ?eld appears to be moving from a focus on international service failures to an examination of the key drivers of establishing and maintaining long-term customer relationships in internationalcontexts. Thisshowstherelevanceofhisworktothecurrentstate-of-t- art in international services research. With regard to the three research foci, the work ?rst clari?es that each of four dimensions of culture impacts the effect of a particular trust driver in determining customer trust in their service provider. In addition, c- tomersinmorecollectivistculturesareshowntohavehigherlevelsoftrustintheirs- viceproviderthandocustomersinindividualistcultures. Theauthoralsodemonstrates signi?cant cross-cultural differences in customer willingness to engage in service - production. Third, word-of-mouth recommendation is signi?cantly more important in countrieswithculturesthatarehigherontheuncertaintyavoidancescale. Finally, Jan H. Schumann uncovered some interesting differences in the cultural characteristics of hissampleascomparedwithHofstede’soriginalresults. TheworkbyJanH. Schumannbreaksnewgroundsincross-culturalrelationshipm- ketingresearch.