Prescribed

• Lovelock, C.H./ Wirtz, J.: Services Marketing: People, Technology, Strategy, 7th Ed., 2011, p. 4 - 31

• Kasper, H./ van Helsdingen, P./ de Vries, W.: Services Marketing Management: An International Perspective, 1999, p. 8 - 20

• Palmer, A.: Principles of Services Marketing, 4th Ed., 2004, p. 447 - 479

• Fugate, D.L./ Zimmerman, A.: International Services Marketing: A review of structual barriers, regulatory limitations, and marketing responses, 1996, in: Services Marketing Quarterly, Vol. 13, No. 2, p. 33-58]]

• McLaughlin, C.P./Flitzsimmons, J.A.: Strategies for Globalizing Service Operations, 1996, in: International Journal of Service Industry Management, Vol. 7, No. 4, p. 43 - 57

• Contractor, F.J./ Kundu, S.K./Hsu, C.-C.: A three-stage theory of international expansion: the link bewtween multinationality and performance in the service sector, 2003, in: Journal of International Business Studies, Vol. 34, p. 5 - 18

• Wilson, A./ Zeithaml, V.A./ Bitner, M.J./ Gremler, D.D.: Services Marketing: Integrating Customer Focus Across the Firm, 2nd Ed., 2012, p. 239 - 263

• Lovelock, C.H./ Witz, J./ Chew, P.: Essentials of Services Marketing, 2nd Ed., 2012, p. 306 - 333

• Stauss, B./ Mang, P.: "Cultural Shocks" in inter-cultural service encounters?, 1999, in: Journal of Services Marketing, Vol. 13, N. 4/5, p - 329 - 346

• Furrer, O./ Liu, B.S.-C./Sudharshan, D.: The relationships between culture and service quality perceptions - Basics for cross-cultural market segmentation and resouce allocation, 2000, in: Journal of Service Research, Vol. 2, No. 4, p. 355 - 371

• Ksssim, N./ Asiah Abdullah, N.: The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis, 2010, in: Asia Pacific Journal of Marketing and Logistics, Vol. 22, No. 3, p. 351 - 371