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Table of contents
1. Introduction
1.1 Background
1.2 Motivations on the chosen case
1.3 Purpose & Research questions
1.4 Limitation
1.5 Outline of the study
2. Theoretical framework
2.1 Conceptualization of service
2.1.1 Service concept and characteristic
2.1.2 Service quality
2.1.3 Price as an indicator of service quality
2.2 Cultural difference
2.2.1 Six dimensions of national cultures
2.2.2 The limitations of Hofstede‟s five dimensions of national cultures
2.2.3 Respecting culture differences
2.3 The process of International service marketing
2.4 Standardization vs. Adaptation
2.5 Network
2.5.1 Network development
2.5.2 Guanxi —–Chinese view relationships
2.6 Trust
2.7 Business communication
2.7.1 Internal communication
2.7.2 External communication
2.8 Summary
3. Method
3.1 Research purpose
3.2 Research approach
3.2.1 Qualitative & quantitative
3.2.2 Case study as research strategy
3.3 Applied method
3.3.1 Connecting to the respondents
3.3.2 Preparing for the semi-structured interview
3.3.3 Conducting the interview
3.4 Data collection
3.5 Data analysis
3.6 Reliability & Validity
3.6.1 Reliability
3.6.2 Validity
3.7 Summary
4. Empirical Study
4.1 China and health care
4.2 Elekta in China
4.2.1 Elekta in China
4.3 Presentation of the respondents
4.4 Adaptation
4.5 Standardization
4.6 Network
4.6.1 Internal network
4.6.2 External network
4.7 Trust
4.8 Communication
4.9 Summary
5. Analysis
5.1 Three Variables against Intangibility and Heterogeneity
5.1.1 Intangibility and Heterogeneity
5.1.2 Three Variables in international service marketing
5.2 Modification of theoretical framework
5.2.1 National culture integrated in international service marketing
5.2.2 Communication as the bond between trust and network
5.3 Summary
6. Conclusion
6.1 Discussions of the research questions
6.2 Reflections
6.3 Suggestions for Further Studies
References
