Achieving Brand Loyalty in China th - E-book

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Achieving Brand Loyalty In China Through After-sales Services - ENG

With A Particular Focus On The Influences Of Cultural Determinants

Alexander Fraß

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Sinopsis

ISBN:	9783658143671
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2016-06-08

This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartzs 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.Â

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