Achieving brand loyalty in China through after-sales services : with a particular focus on the influence of cultural determinants

Author

• Frab, Alexander

Additional Author(s)

• Garrigos, Jose Albors
• Schoeneberg, Klaus-Peter

Publisher

Netherlands: Springer, 2016

Language

English

ISBN

9783658143664

Series

Subject(s)

• BRAND LOYALTY-CHINA
• CONSUMER SATISFACTION-CHINA
• GLOBALIZATION
• MARKETING

Notes

. Bibliography: p. 124-300. Index: p

Abstract

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.

Physical Dimension

Number of Page(s)

xv, 317p.

Dimension

21 cm.

Other Desc.

-

Summary / Review / Table of Content

Chinese Consumer Behaviour in the Context of Intercultural Marketing --
German Car Manufacturers in China as Research Object --
After-Sales Operations of German Automobile Brands in China.

Exemplar(s)

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1.	00724/18	658.827 Fra A	Library - 7th Floor	Available