This book describes a four-year research project stepping-up from assessing the cross-cultural/cross-sectional applicability of the SERVQUAL metric, to analyzing the relationships between service quality, customer satisfaction and customer loyalty and, finally, to establishing the impact of culture on these interactions. The idea that Culture and Nation (ethnicity) are only loosely related, previously used to establish culturally defined segments in international services markets, was extended to apply in home markets. The study produced valuable evidence on the applicability of culture for segmenting domestic markets, even in the most, nationally and religiously, homogeneous societies. A new research agenda, for the impact of culture on services marketing in home markets, was introduced that was subsequently followed in a number of occasions around the Globe with encouraging results so far.

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