Achieving Brand Loyalty in China through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants
Alexander Fraß (auth.)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.
Catégories:
Année:
2016
Edition:
1
Editeur::
Gabler Verlag
Langue:
english
Pages:
329
ISBN 10:
3658143673
ISBN 13:
9783658143671
Collection:
Business Analytics
Fichier:
PDF, 26.04 MB
IPFS:
,
english, 2016
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