Service Marketing in Cross-Cultural Envirorment: the Case of the Philippines
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The aim of this research is to analyse how adaptation / standardisation, trust and network development counter the challenges created by intangibility and heterogeneity of service in the case of Philippine Gamma Knife Incorporated. This research used qualitative data that were gathered through unstructured interviews, direct observation and documents.
The adaptation / standardisation, trust and network facilitate service visibility and decrease heterogeneity of a health care service. Among the variables adaptation / standardisation signifies an important role; however, trust manifestation was concluded more significant compared to network in a cultural environment such as that found in the Philippines. Moreover, culture was found to be an important role in the development of adaptation / standardisation, trust and network processes.
Place, publisher, year, edition, pages
2011. , 80 p.
Gamma Knife, Philippines, Service, Network, Trust, Standardization, Adaptaion, Culture
IdentifiersURN: urn:nbn:se:hig:diva-9756Archive number: E3BA:DiVA 79/2011OAI: oai:DiVA.org:hig-9756DiVA: diva2:436756
Subject / course
Business administration – master’s programme (one year)
UppsokSocial and Behavioural Science, Law
Fregidou-Malama, Maria, Assistant Professor
Hyder, Akmal, Professor