Services marketing practices in diverse cultures: Canada compared to Qatar
<h3>Purpose</h3><p dir="ltr">The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of s...
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| مؤلفون آخرون: | , , |
| منشور في: |
2019
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| _version_ | 1864513526041673728 |
|---|---|
| author | Allam K. Abu Farha (18061042) |
| author2 | Paul Sergius Koku (18061045) Sam O. Al-Kwifi (18061048) Zafar U. Ahmed (16698809) |
| author2_role | author author author |
| author_facet | Allam K. Abu Farha (18061042) Paul Sergius Koku (18061045) Sam O. Al-Kwifi (18061048) Zafar U. Ahmed (16698809) |
| author_role | author |
| dc.creator.none.fl_str_mv | Allam K. Abu Farha (18061042) Paul Sergius Koku (18061045) Sam O. Al-Kwifi (18061048) Zafar U. Ahmed (16698809) |
| dc.date.none.fl_str_mv | 2019-11-01T00:00:00Z |
| dc.identifier.none.fl_str_mv | 10.1108/jsm-02-2018-0062 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Services_marketing_practices_in_diverse_cultures_Canada_compared_to_Qatar/25295632 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Commerce, management, tourism and services Marketing Relationship marketing Marketing practices Globalization Service organizations Transactional marketing Service marketing practices |
| dc.title.none.fl_str_mv | Services marketing practices in diverse cultures: Canada compared to Qatar |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <h3>Purpose</h3><p dir="ltr">The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework.</p><h3>Design/methodology/approach</h3><p dir="ltr">Survey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis.</p><h3>Findings</h3><p dir="ltr">The results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one.</p><h3>Research limitations/implications</h3><p dir="ltr">The study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible.</p><h3>Practical implications</h3><p dir="ltr">The results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments.</p><h3>Originality/value</h3><p dir="ltr">This study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies.</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Services Marketing<br>License: <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1108/jsm-02-2018-0062" target="_blank">https://dx.doi.org/10.1108/jsm-02-2018-0062</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_29f6a95cc518e9dc5fc375a8ea91f90f |
| identifier_str_mv | 10.1108/jsm-02-2018-0062 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/25295632 |
| publishDate | 2019 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Services marketing practices in diverse cultures: Canada compared to QatarAllam K. Abu Farha (18061042)Paul Sergius Koku (18061045)Sam O. Al-Kwifi (18061048)Zafar U. Ahmed (16698809)Commerce, management, tourism and servicesMarketingRelationship marketingMarketing practicesGlobalizationService organizationsTransactional marketingService marketing practices<h3>Purpose</h3><p dir="ltr">The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework.</p><h3>Design/methodology/approach</h3><p dir="ltr">Survey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis.</p><h3>Findings</h3><p dir="ltr">The results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one.</p><h3>Research limitations/implications</h3><p dir="ltr">The study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible.</p><h3>Practical implications</h3><p dir="ltr">The results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments.</p><h3>Originality/value</h3><p dir="ltr">This study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies.</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Services Marketing<br>License: <a href="https://creativecommons.org/licenses/by/4.0/" target="_blank">https://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1108/jsm-02-2018-0062" target="_blank">https://dx.doi.org/10.1108/jsm-02-2018-0062</a></p>2019-11-01T00:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1108/jsm-02-2018-0062https://figshare.com/articles/journal_contribution/Services_marketing_practices_in_diverse_cultures_Canada_compared_to_Qatar/25295632CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/252956322019-11-01T00:00:00Z |
| spellingShingle | Services marketing practices in diverse cultures: Canada compared to Qatar Allam K. Abu Farha (18061042) Commerce, management, tourism and services Marketing Relationship marketing Marketing practices Globalization Service organizations Transactional marketing Service marketing practices |
| status_str | publishedVersion |
| title | Services marketing practices in diverse cultures: Canada compared to Qatar |
| title_full | Services marketing practices in diverse cultures: Canada compared to Qatar |
| title_fullStr | Services marketing practices in diverse cultures: Canada compared to Qatar |
| title_full_unstemmed | Services marketing practices in diverse cultures: Canada compared to Qatar |
| title_short | Services marketing practices in diverse cultures: Canada compared to Qatar |
| title_sort | Services marketing practices in diverse cultures: Canada compared to Qatar |
| topic | Commerce, management, tourism and services Marketing Relationship marketing Marketing practices Globalization Service organizations Transactional marketing Service marketing practices |