The Role of Glocalization in the Perception of International Service Companies’ Customer Experience: An American Perception of Uber Abroad

Student: Alexander Anya siobhan

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 9

Year of Graduation: 2018

The point of this thesis is to develop the hypothesis around whether a service company’s choice to glocalize its offering abroad affects perceptions of the customer experience it is able to offer. First, a theoretical argument is made to understand the reasons why a company would glocalize and the effects of that glocalization on the customer experience. Then, the theory is applied to the specific case of Uber’s international glocalization strategy. Data is analyzed to determine whether Uber’s glocalization in developing and developed markets has an impact on American perceptions of the customer experience with Uber abroad and what factors contribute to that impact. We then develop directions for further research in the field.

Full text (added May 13, 2018)

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