INTERCULTURAL ASPECT OF CUSTOMER MANAGEMENT

The objective of this paper is to show the intercultural implications of the customer care, analyzing three case studies. After theoretical background about studies on the culture, the intercultural aspects of the service management and the customer relationship management, we will illustrate how a furniture manufacturing company, a heat exchangers for domestic boilers enterprise and a firm that sell equipment for agricultural irrigation, all of them operating in the global market, manage their customers in each foreign country and which are the managerial implications. Results show that each company changes the way to manage their foreign markets according to the culture of origin of the customers. The most relevant aspect they have in common is the customer relationship management, focusing it on trust and commitment.