INTERCULTURAL ASPECTS OF CUSTOMER CARE IN SMALL- AND MEDIUM-SIZED COMPANIES IN THE EURO-MEDITERRANEAN AREA

The objective of this paper is to investigate the intercultural implications of taking care of foreign customers. In particular, the aim of the study are twofold: 1. Which is the influence of foreign market culture on customer relationship in terms of product features and after-sales services? 2. How do Italian SMEs perceive the national culture of their foreign customers? After a theoretical review about the studies about culture and the intercultural aspects of customer relationship management, the study illustrates how five firms located in the Euro-Mediterranean area and operating in the global market manage their foreign customers and which are the managerial implications. Results show that each firm changes the way to manage their foreign markets according to the culture of origin of the customers. Regarding the perception of the national culture, it emerges that the interviewee are, in general, aligned with the Hofstede framework. The study proposes also a conceptual advancement in terms of dimensions to analyse the national culture.