Review and future directions of cross-cultural consumer services research

@inproceedings{Zhang2008ReviewAF,
  title={Review and future directions of cross-cultural consumer services research},
  author={Jingyun Zhang and Sharon E. Beatty and Gianfranco Walsh},
  year={2008}
}
It is widely recognized that an increasing number of service firms are expanding into international markets. Many studies in the services marketing literature have focused on the identification and discussion of similarities and/or differences in consumer service experiences across nations and cultures. In this paper we review the relevant literature, address conceptual and methodological issues associated with extant crosscultural consumer services research and suggest theories and approaches… CONTINUE READING

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