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Achieving Brand Loyalty in China through After-Sales Services : With a Particular Focus on the Influences of Cultural Determinants.
・ISBN 978-3-658-14366-4 paper EUR 49.99
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| 著者・編者 | Frass, Alexander, |
|---|---|
| シリーズ | Business Analytics |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2016 |
| ページ数 | 338 pp. |
| 言語 | ENG |
| ニュース番号 | ＜634-L809 634-P1760＞ |
解説
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.