Achieving Brand Loyalty in China through After-Sales Services
Produktnummer:
185a6645f5a7ca44b4a41441fa878c4572
| Autor: | Fraß, Alexander |
|---|---|
| Themengebiete: | After-sales Services Brand Loyalty China Cultural Research Engineering Economics PLS-SEM |
| Veröffentlichungsdatum: | 16.06.2016 |
| EAN: | 9783658143664 |
| Sprache: | Englisch |
| Seitenzahl: | 317 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | Springer Fachmedien Wiesbaden GmbH |
| Untertitel: | With a Particular Focus on the Influences of Cultural Determinants |
Produktinformationen "Achieving Brand Loyalty in China through After-Sales Services"
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.
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