Japan Society for the Promotion of Science:Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)
Date (from‐to) : 2016/04 -2019/03
Author : Nagashima Naoki; NAGASHIMA Yoshie
Service needs in emerging markets are rapidly increasing. On the other hand, service business firms in developed countries, in general, are struggling to understand emerging market consumers, especially before new market entry. This study proposes a method to quickly understand the traits of the targeted consumers, focusing on customer satisfaction and loyalty to extract some basic traits. Based on empirical analyses and comparison of the results between host and home countries, findings confirm that marketing strategy in emerging markets should be different from that in Japan. The proposed framework is simple and easy to interpret, enabling business practitioners to apply them to their own business areas. Further, this study suggests a plenty of room to revise and/or enhance consumer theories which have been developed in North America and European countries.