A cross-cultural comparison of response to service promotion

Article Abstract:

A survey of 11,532 users of a consumer health service in six different countries reveals that the cultural characteristics of consumers influence the success of international marketing efforts. In general, urban dwellers, people affiliated to majority religious groups and non-minority ethnic groups show greater response to promotional activities especially to print and electronic media, and to the service organization doing the promotion, while people residing in rural areas and members of religious and minority ethnic groups show greater response to personal promotional methods.

Marketing, Social aspects, Analysis, Consumer behavior, Market surveys

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The impact of need frequency on service marketing strategy

Article Abstract:

Service companies that provide infrequently needed services must have a different marketing strategy than those service companies and product manufacturers that provide frequently needed services and products.

Science & research, Market Targeting & Approach, Research, Market strategy

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Developing the Service Template Process: from measurement to agendas for improvement

Article Abstract:

An evaluation of Service Template Process (STP), which is used to measure customer satisfaction from services is presented. Superiority of STP approach, compared to traditional approaches is also examined.

Measurement, Customer satisfaction

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