A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers' Perceived Service Quality.

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dc.contributor.authorAgarwal, Jamesen_US
dc.contributor.authorMalhorta, Naresh Ken_US
dc.contributor.authorBolton, Ruth Nen_US
dc.date.accessioned2014-10-31T20:40:44Z
dc.date.available2014-10-31T20:40:44Z
dc.date.issued2010
dc.descriptionThis is the publishers file as per journal publisher's requirements.en_US
dc.description.abstractThe spread of global culture is being facilitated by the proliferation of transnational corporations, the rise of global capitalism, widespread aspiration for material possessions, and the homogenization of global consumption. The extent of convergence of cultural values across nations has been debated by international marketing researchers. However, from a practical standpoint, transnational firms require a cross-national, cross-cultural approach to market segmentation that can be used to guide the development of global marketing strategies. In this study, the authors investigate the application of cross-national versus cross-cultural approaches to market segmentation through a rigorous empirical investigation in the context of banking services. Although services constitute the fastest growing sector of the world economy, few studies have examined global market segmentation strategies for them. The authors develop theory-based cross-national hypotheses and test them by estimating a structural model of consumers' perceived service quality using survey data from two countries: the United States and India. They test cross-cultural hypotheses by estimating the same model on culture-based clusters. They demonstrate that there are distinctive differences between cross-national and cross-cultural models of perceived service quality and highlight the growing relevance of cross-cultural research approaches. More generally, the cross-national, cross-cultural approach to market segmentation can guide the development of global marketing strategies for services and improve business performance.en_US
dc.description.refereedYesen_US
dc.identifier.citationAgarwal, J., Malhotra, N. K., & Bolton, R. N. (2010). A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers' Perceived Service Quality. Journal Of International Marketing, 18(3), 18-40. doi:10.1509/jimk.18.3.18en_US
dc.identifier.doihttp://dx.doi.org/10.11575/PRISM/34065
dc.identifier.issn1069-031X
dc.identifier.urihttp://hdl.handle.net/1880/50248
dc.language.isoengen_US
dc.publisherAmerican Marketing Associationen_US
dc.publisher.corporateUniversity of Calgaryen_US
dc.publisher.facultyHaskayne School of Businessen_US
dc.publisher.urlhttp://www.ama.org/en_US
dc.subjectMarket segmentationen_US
dc.subjectquality of serviceen_US
dc.subjectcross-national researchen_US
dc.subjectcross-cultural research,en_US
dc.subjectperceived service qualityen_US
dc.subjectstructural equation modelingen_US
dc.titleA Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers' Perceived Service Quality.en_US
dc.typejournal article
thesis.degree.disciplineMarketingen_US
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