Culture Analysis in Cross-Cultural Research

Although culture is a relevant concept for service marketing, it is simultaneously “the most abstract construct affecting human behavior” (McCort and Malhotra 1993, p. 92). Numerous definitions of culture exist (see Table 3.1). Perhaps the most encompassing analysis on culture definitions is that provided by Kroeber and Kluckhohn (1985), who reviewed and analyzed more than 160 different definitions.