USF St. Petersburg campus Faculty Publications


Customer preferences of financial services across the US, Germany and Russia.

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Martina K. Schmidt

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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.


Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Journal of International Business and Cultural Studies, 1, 1-20 (Feb 2009). Members of the USF System may access the full-text of the article through the authenticated link provided.




Academic and Business Research Institute

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This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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