Asian Dimensions of Services Marketing

Esther Tang, Ricky Chan, Susan Tai (Autoren)

Buch | Hardcover

138 Seiten

2002
Routledge (Verlag)
978-0-7890-1690-4 (ISBN)

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Explore current trends in the Asian service industry!Asian Dimensions of Services Marketing takes you on a journey through the service industries of Asia. Due to the extraordinary amount of growth in Asian service industries over the past few decades, this sector is expanding greatly in many Asian countries. These changes have had many effects on countries such as China, Korea, Singapore, and Thailand, mostly at the expense of agriculture and manufacturing. This book examines these effects, and establishes ways to achieve success in services marketing. This educational book provides an enlightening look at topics such as:

the influence of reference groups in the service industry of Singapore
the moderating effect of switching costs on the relationship between service performance and customer satisfaction in the Thai cultural and business setting
how multinational professional service firms in South Korea have achieved success
the emotional impact of store atmosphere on Chinese customers in a leisure service setting
the rapid development of services in Asia, and how to effectively market intangibles to various kinds of consumers

Tang, Esther; Chan, Ricky; Tai, Susan

Foreword
Preface
Switching Costs as a Moderator of Service Satisfaction Processes in Thailand
Perceptions of Factors Driving Success for Multinational Professional Services Firms in Korea
Reference Group Influence and Perceived Risk in Services Among Working Women in Singapore: A Replication and Extension
Emotional Influences of Environmental Cues on Chinese Consumers in a Leisure Service Setting
Consumer Processing of International Advertising: The Roles of Country of Origin and Consumer Ethnocentrism
Index
Reference Notes Included

Erscheint lt. Verlag	27.3.2002
Verlagsort	New York
Sprache	englisch
Maße	148 x 210 mm
Gewicht	420 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	0-7890-1690-7 / 0789016907
ISBN-13	978-0-7890-1690-4 / 9780789016904
Zustand	Neuware