Fraß Achieving Brand Loyalty in China through After-Sales Services

With a Particular Focus on the Influences of Cultural Determinants
1. Auflage 2016
ISBN: 978-3-658-14367-1
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 317 Seiten, eBook

Reihe: Business Analytics

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.

Zielgruppe

Research

Autoren/Hrsg.

Fraß, Alexander

Inhaltsverzeichnis

Chinese Consumer Behaviour in the Context of Intercultural Marketing.- German Car Manufacturers in China as Research Object.- After-Sales Operations of German Automobile Brands in China.

Über Autor(innen)

Alexander Fraß studied social economy and entrepreneurship at the University of Hamburg and the Institute of Technology Tralee (Ireland). In 2015, he completed his dissertation at the Universitat Politècnica de València (Spain) in co-operation with the Hamburg University of Applied Sciences. Since 2015 he is responsible for the marketing and sales activities of a leading forklift dealership in North Germany.