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Segmenter le marché européen des services : une approche culturelle

Furrer, Olivier ; Sudharshan D.

In: Revue française du marketing, 2001, vol. 181, p. 81-96

In this paper, we argue that expectations of service quality variy across cultural groups, as defined by each culture's position on Hofstede's cultural dimensions. We explicitly map the relationship between expectations and cultural dimension positions and draw out the implications for the segmentation of European service market.