Conjoining international marketing and relationship marketing: Exploring consumers' cross-border service relationships

E.J. Nijssen, H. van Herk

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Research on international marketing constructs, such as consumer ethnocentrism and country-of-origin effects, typically focuses on consumers' initial evaluations of foreign products but ignores consumers' emerging cross-border exchange relationships with foreign service providers. The influence of international marketing constructs on the development of these relationships also seems to be largely ignored. The authors call for new research on cross-border service relationships and integration of relationship marketing with international marketing models. They introduce an exploratory test and develop a research agenda that identifies several avenues for further research. The empirical test involves a study of German consumers who regularly cross the German-Dutch border to attend to their accounts with a foreign (i.e., Dutch) bank. Loyalty to the foreign financial service provider may be explained using substantive relational antecedents, such as satisfaction, trust, and value, and international marketing antecedents, such as consumer ethnocentrism and consumer beliefs about the industry. The results show that the international variables complement the relationship model. The authors discuss the managerial and research implications and provide avenues for further research. © 2009, American Marketing Association.
LanguageEnglish
Pages91-115
JournalJournal of International Marketing
Volume17
Issue number1
DOIs
Publication statusPublished - 2009

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International marketing
Cross-border
Service relationships
Service provider
Consumer ethnocentrism
Research agenda
Exchange relationships
Industry
Service integration
Marketing models
Loyalty
Financial services
Empirical test
Country of origin effects
Evaluation

Cite this

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title = "Conjoining international marketing and relationship marketing: Exploring consumers' cross-border service relationships",
abstract = "Research on international marketing constructs, such as consumer ethnocentrism and country-of-origin effects, typically focuses on consumers' initial evaluations of foreign products but ignores consumers' emerging cross-border exchange relationships with foreign service providers. The influence of international marketing constructs on the development of these relationships also seems to be largely ignored. The authors call for new research on cross-border service relationships and integration of relationship marketing with international marketing models. They introduce an exploratory test and develop a research agenda that identifies several avenues for further research. The empirical test involves a study of German consumers who regularly cross the German-Dutch border to attend to their accounts with a foreign (i.e., Dutch) bank. Loyalty to the foreign financial service provider may be explained using substantive relational antecedents, such as satisfaction, trust, and value, and international marketing antecedents, such as consumer ethnocentrism and consumer beliefs about the industry. The results show that the international variables complement the relationship model. The authors discuss the managerial and research implications and provide avenues for further research. {\circledC} 2009, American Marketing Association.",
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Conjoining international marketing and relationship marketing: Exploring consumers' cross-border service relationships. / Nijssen, E.J.; van Herk, H.

In: Journal of International Marketing, Vol. 17, No. 1, 2009, p. 91-115.

Research output: Contribution to JournalArticleAcademicpeer-review

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