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Understanding the salience of cultural dimensions on relationship marketing, it’s underpinnings and aftermaths

Understanding the salience of cultural dimensions on relationship marketing, it’s underpinnings... The current work demonstrates how relationship marketing (RM) application in cultures of low power distance, collectivism, femininity, high uncertainty avoidance, and long‐term orientation, can bring about customer’s repeat purchase, customer retention and sustained loyalty via superior customer value delivery. The paper also shows the moderation and mediation effects of trust, equity, empathy, and commitment, which are the underpinnings of a relationship as well as important values in the above cultures. Theoretical and managerial implications are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Cross Cultural Management: An International Journal Emerald Publishing

Understanding the salience of cultural dimensions on relationship marketing, it’s underpinnings and aftermaths

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-7606
DOI
10.1108/13527600410797855
Publisher site
See Article on Publisher Site

Abstract

The current work demonstrates how relationship marketing (RM) application in cultures of low power distance, collectivism, femininity, high uncertainty avoidance, and long‐term orientation, can bring about customer’s repeat purchase, customer retention and sustained loyalty via superior customer value delivery. The paper also shows the moderation and mediation effects of trust, equity, empathy, and commitment, which are the underpinnings of a relationship as well as important values in the above cultures. Theoretical and managerial implications are discussed.

Journal

Cross Cultural Management: An International Journal – Emerald Publishing

Published: Sep 1, 2004

Keywords: Low power distance; Collectivism; Femininity; High uncertainty avoidance; Trust

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