Background & Problem Statement On one hand, a large body of literature in international business and cross-cultural management focuses on differences in national cultures. On the other hand, there is an emerging and quickly growing number of studies devoted to uncover differences in attitudes...

Customer satisfaction has long been among the most prominent topics in consumer behavior and in marketing in general. Satisfaction concept is typically examined in regards to consumer (B2C) markets, much less paying attention to the more multi-faceted nature of industrial (B2B) settings. The...