Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Achieving Brand Loyalty in China Through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants

Achieving Brand Loyalty in China Through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants

Fraß, Alexander

Paperback

Series: Business Analytics

Business GeneralMarketingTechnology & Engineering

ISBN10: 3658143665
ISBN13: 9783658143664
Publisher: Springer Gabler
Published: Jun 16 2016
Pages: 317
Weight: 0.90
Height: 0.71 Width: 5.83 Depth: 8.27
Language: English
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.

Also in

Marketing

View All