Abstract
This conceptual paper examines the impact of culture upon customer expectations. Two specific cultural syndromes - collectivism and individualism - are identified. Propositions are then offered as to the impact of these syndromes upon four sources of expectations: explicit promises, implicit promises, word-of-mouth, and past experience.
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APA
Overby, J. W. (2015). The Impact of Collectivism and Individualism on Customer Expectations. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 116–120). Springer Nature. https://doi.org/10.1007/978-3-319-17383-2_18
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