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
CONTENT
1. Introduction -- 2. Literature Review and Theoretical Background -- 3. Intercultural Service Encounters -- 4. Research Directions and Implications
Customer relations-Management
Service industries
Motivation research (Marketing)
International business enterprises—Cross-cultural studies
