Drivers of trust in relational service exchange: Understanding the importance of cross-cultural differences
Customer trust is of vital importance for relationship marketing in services. Service providers increasingly market their services globally, yet few researchers have addressed differences in customer trust across cultures. Our research fills this void by proposing a model, based on existing trust li...
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| Main Authors: | , , , , , , , , , |
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| Other Authors: | |
| Format: | Article |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://repository.li.mahidol.ac.th/handle/123456789/28861 |
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| Institution: | Mahidol University |