期刊名称：Journal of International Business and Cultural Studies
印刷版ISSN：1941-5087
电子版ISSN：1941-5087
出版年度：2009
卷号：1
出版社：Academic and Business Research Institute
摘要：This study investigates the differences in customer preferences across the
US, Germany and Russia within the financial services industry. Its purpose is to help
financial services firms functioning in the international economy to design marketing
strategies and day-to-day operations based on cross-cultural differences and
similarities in socio-economic, political and cultural factors. The study uses data
obtained from a survey of a total of 600 respondents. We find that important
differences and similarities in preferences across the respondents of the three
countries exist. For example, trust in the institution, stability, financial conditions, and
performance rank among the most important attributes in all three countries.
However, technologically related attributes, such as online-banking are unimportant
in Russia. Some interest exists in all three countries for innovative services that
financial institutions may benefit from offering.
