Cultural Personal Values and Switching Costs Perceptions: Beyond Hofstede
(2022)
Journal Article
Blut, M., Beatty, S. E., & Northington, W. M. (2022). Cultural Personal Values and Switching Costs Perceptions: Beyond Hofstede. Journal of Business Research, 150, 339-353. https://doi.org/10.1016/j.jbusres.2022.06.005
Firms operating internationally need to ascertain effective relationship marketing (RM) strategies for their foreign operations. One set of RM strategies is based on understanding and using switching costs perceptions. Based on data from 1,630 custom... Read More about Cultural Personal Values and Switching Costs Perceptions: Beyond Hofstede.