Intercultural Service Encounters

This book investigates intercultural service encounters (ICSEs) in light of the rapidly globalizing world economy, examining the extant literature on the topic and identifying areas which require further exploration. With a focus on intercultural communication and competence, the author analyses diverse conceptual frameworks, providing theoretical models and practical initiatives for those working within the services marketing industry. An excellent resource for anyone interested in how culture shapes customer and employee expectations and perceptions, this book addresses the potential implications and limitations of future models.

Identifies gaps in existing literature on ICSEs and is one of the first books devoted exclusively to this topic Provides both theoretical analysis as well as practical suggestions for those in the marketing industry Offers future research directions for the field

Autorentext
Piyush Sharma is Professor of marketing at Curtin University, Australia. With over 30 years of experience in industry and academia, his research covers services and international marketing, cross-cultural consumer behaviour, self-regulation, marketing strategy and marketing-finance interface. Piyush serves in editorial roles for many major international marketing journals.

Inhalt

1. Introduction.- 2. Literature Review and Theoretical Background.- 3. Intercultural Service Encounters.- 4. Research Directions and Implications.