Research on International Service Marketing

A truly international perspective emerges on the nature of service marketing across borders, as well as the internationalization strategies of service providers. This volume explores the research in international service marketing through the eyes of scholars from eight different countries on three continents.

Preface. (S. Tamer Cavusgil). Research on International Service Marketing: Enrichment and Challenges. (P. Pauwels, Ko De Ruyter). Part I: Marketing Services Across Borders. Managing Service Relationships in a Global Economy: Exploring The Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers. (T. Hennig-Thurau et al.). A Cross-Cultural Investigation of Relationship Marketing Effectiveness in Retail Services: A Contingency Approach. (G. Odekerken-Schroder, K. De Wulf, K.E. Reynolds). The Role of Socially Desirable Responding in International Services Research. (M. Van Birgelen, Ko De Ruyter, M. Wetzels). Part II: Getting Services Across Borders. The Internationalization Process of Service Providers: A Literature Review. (T. Lommelen, P. Matthyssens). Entry Mode Choice in Service Firms: A Review Of Contemporary Research. (A. Kennedy). Part III: New Services Across Borders. Marketing Industrial Project-Related Services Internationally: A Multi-Lingual Literature Review. (M.A. Skaates, B. Cova). International Consulting Providers and Multilateral Institutions: Networks and Internationalization. (C. Welch).