Achieving Brand Loyalty in China through After-Sales Services
Achieving Brand Loyalty in China through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants
Springer Gabler | Business Analytics | July 10, 2016 | ISBN-10: 3658143665 | 317 pages | pdf | 26 mb
Springer Gabler | Business Analytics | July 10, 2016 | ISBN-10: 3658143665 | 317 pages | pdf | 26 mb
Authors: Fraß, Alexander
This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartz's individual level value theory is introduced as a beneficial operationalisation approach to cultural marketing. So, values are modelled as exogenous variables in order to show which ones are really causal. A total of 301 Chinese workshop customers were surveyed to assess the critical success factors of after-sales services via partial least squares structural equation modelling. After-sales services have become very important in the automobile industry. However, this area has not been sufficiently researched, particularly with regard to China, the most important car market globally.
Number of Illustrations and Tables
35 b/w illustrations
Topics
Marketing
Emerging Markets/Globalization
Engineering Economics, Organization, Logistics, Marketing
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