You have encountered one of the worst examples of ambiguity of meaning in English. To my knowledge, there is no standard defining what each term "really" means. In every case I can think of when someone says "this Friday" or "next Friday" I have had to ask, "Do you mean the Friday at the end of last week, this week or at the end of next week?"
In some areas of the US there are regional conventions that are accepted there, but only there. In those areas "next Friday" always means one thing and one thing only. But that standard is not universal. "This Friday" can mean the end of this week or the end of last week. "Next Friday" can mean either of the upcoming two Fridays.
All I can say is, if someone uses one of these terms and it's not clear from the context what they mean, ask for clarification. Your request won't be seen as a weakness in your understanding of English, only as a point of clarification. No English speaker, no matter how fluent, can necessarily discern the meaning of either term without sufficient context or clarification.