Researchers within the business‐to‐business relationship literature have argued that the loyalty concept is only partially understood, and, consequently, call for an increased attention to identify the interaction needs of the customers as well as customers’ perception of the relationship....

The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that...