Nguyen, Bang; Chen, Junsong; Chen, Cheng-Hao Steve; … - In: The Service Industries Journal 34 (2014) 15, pp. 1199-1218
This research explores non-targeted customers in two countries displaying dominant collectivistic and individualistic characteristics. Using China and the UK as research contexts, the study investigates non-targeted customers' perceptions and responses to multiple marketing tactics (MT)'...