The increasing saturation of retail markets in developed countries
and the resulting fierce competition within their borders pushes
global retailers to seek overseas markets. A comparison of
different retailers' responses to different environment points to
some effective implications for global retailers. Most COO studies
have been conducted with respect to physical products, whereas
research on the COO effect for services is very limited. Therefore,
exploring the effect of COO of a retailer on the patronage
intention and further understanding the difference of COO effect on
retail patronage behavior between different cultures is of great
significance to understand the determinants of retailers' loyal
patronage behavior. This book firstly explores the experiences and
lessons learned from global retailers' operations in East Asian
countries followed by discussing the cross-cultural effect of
country image on consumers' hypermarket store patronage intentions.
The research findings should be especially useful to global retail
managers in formulating their international marketing strategies,
or anyone else who are interested in the cross-cultural study in
retailing field.
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