The Moderation of Cultural Difference on Consumer Relationship Management in Belgium, the United States, and China

Customer relationship management (CRM) is a strategic approach aiming to create and improve shareholder value by creating and managing suitable relationships with their corresponding customer segments. As national culture is one of the fundamental factors that distinguishes customers from one country to another, the objective of this study is to explore how cultural factors influence CRM. Empirically, this study tests how different cultural dimensions from Belgium, the United States, and China could influence CRM of a global company, Starbucks. By doing so, the study borrows the CRM framework... Mehr ...