Document Type
Article
Publication Date
2009
Publication Title
Indian Journal of Economics and Business
First Page
97
Last Page
109
Additional Publication URL
http://www.worldcat.org/oclc/361404464
Abstract
A purpose of this research is to investigate differences between low-and high-context national cultures in retail settings. In particular, we examined cultural differences in preference for human interaction while shopping, "emotional warmth" characteristics, perception of quality service, and retail channel preferences. As businesses more frequently employ multi-channel strategies in global settings, this topic of national culture gains importance and can shed light on key factors that shape consumers' retail preferences. Our findings indicate that national cultures differ in terms of retail channel preferences, preference for human interaction, and relationships between the two. Managerial implications and future research are addressed, as well as our study's limitations
.
Rights
This article was originally published in Indian Journal of Economics and Business,2009, Special Issue.
.Recommended Citation
Osland, Gregory E. and Florenthal, Bela, "High-versus Low-Context National Cultures: Preferences for Type of Retailer and for Human Interaction" (2009). Scholarship and Professional Work - Business. 97.
https://digitalcommons.butler.edu/cob_papers/97
