Asian Dimensions of Services Marketing

Asian Dimensions of Services Marketing delves into the world of industry in Asia. There has been phenomenal growth in that continent's service industries over the past few decades, and this book covers several important aspects of marketing services. These include the influence of reference groups in the service industries of Singapore, and influences upon the relationship between service performance and customer satisfaction in the Thai cultural and business setting. This book also discusses perceived success factors for multinational professional service firms in South Korea, examines how store atmosphere impacts the emotional well-being of Chinese customers in a leisure service setting, and more!

Tang, Esther; Chan, Ricky; Tai, Susan

- Foreword - Preface - Switching Costs as a Moderator of Service Satisfaction Processes in Thailand - Perceptions of Factors Driving Success for Multinational Professional Services Firms in Korea - Reference Group Influence and Perceived Risk in Services Among Working Women in Singapore: A Replication and Extension - Emotional Influences of Environmental Cues on Chinese Consumers in a Leisure Service Setting - Consumer Processing of International Advertising: The Roles of Country of Origin and Consumer Ethnocentrism - Index - Reference Notes Included