Document Server@UHasselt >
Education >
Faculty of Business Economics >
Master theses >

Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/24755

Title: The Moderation of Cultural Difference on Consumer Relationship Management in Belgium, the United States, and China
Authors: He, Xun
Advisors: PAUWELS, Pieter
Issue Date: 2017
Publisher: UHasselt
Abstract: Customer relationship management (CRM) is a strategic approach aiming to create and improve shareholder value by creating and managing suitable relationships with their corresponding customer segments. As national culture is one of the fundamental factors that distinguishes customers from one country to another, the objective of this study is to explore how cultural factors influence CRM. Empirically, this study tests how different cultural dimensions from Belgium, the United States, and China could influence CRM of a global company, Starbucks. By doing so, the study borrows the CRM framework from De Wulf et al. (2001) as the main theory framework, and uses the cultural dimensions proposed by Hofstede (2011) to test the former. To be specific, this study tests if masculinity, indulgence, power distance, collectivism, uncertainty avoidance, and long-term orientation would affect the six relationships among tangible rewards, direct messages, preferential treatment, interpersonal communication, perceived relationship investment, relationship quality, and customer behavioral loyalty, respectively.
Notes: Master of Management-International Marketing Strategy
URI: http://hdl.handle.net/1942/24755
Category: T2
Type: Theses and Dissertations
Appears in Collections: Master theses

Files in This Item:

Description SizeFormat
N/A415.24 kBAdobe PDF

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.