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Advances in International Marketing
Customer relational benefits have been identified as a driving motivation for consumers to engage in long term relationships with service providers. Such benefits can be expected to play a crucial role in the success of service firms when extending their business into other countries and cultures. Most of the previous discussion of relational benefits has been conducted almost exclusively in North-American contexts and has not addressed the impact a nation's culture may have on the relevance ofdoi:10.1016/s1474-7979(04)15002-3 fatcat:jv2xtyjsgng43a4i2miqfjzpmy