Abstract
This study uses six of Wilson's (1995) “success” variables in long-term buyer-seller relationship development to analyze whether relationship marketing concepts can be applied globally in hospitality sales training programs. It looks at the cross-cultural differences that exist between various regions of the world (i.e., North America and Asia) in the way buyer-seller relationships are perceived by hotel salespersons. This study found differences in the importance given to the “success” variables do exist across international boundaries. Recognition of the differences can provide assistance to hospitality industry marketers in designing and modifying sales training programs focused on developing long-term buyer-seller relationships.
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