Unlike products, which frequently must adapt to a foreign culture, services are not often affected by cultural factors.

Question

Quizplus · Accepted Answer

Services are more likely to be affected by cultural factors than products. A close cultural link exists between a society and its services. For example, Japanese consumers do not expect special treatment in a medical environment. In contrast, American consumers expect a "good bed-side manner" from physicians.

Unlike Products, Which Frequently Must Adapt to a Foreign Culture