@article{764077,
      recid = {764077},
      author = {Fra€, Alexander.},
      title = {Achieving Brand Loyalty in China through After-Sales  Services : With a Particular Focus on the Influences of  Cultural Determinants.},
      publisher = {Springer Fachmedien Wiesbaden,},
      address = {Wiesbaden :},
      pages = {1 online resource (329 pages).},
      year = {2016},
      abstract = {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. Contents ℓ́Ø Chinese Consumer Behaviour in  the Context of Intercultural Marketing ℓ́Ø German Car  Manufacturers in China as Research Object ℓ́Ø After-Sales  Operations of German Automobile Brands in China Target  Groups ℓ́Ø Teachers and students of marketing and cultural  research ℓ́Ø Executives and consultants in the field of the  automotive industry, marketing management The Author  Alexander Fra©ℓ 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 Polit©·cnica de Val©·ncia  (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.},
      url = {http://library.usi.edu/record/764077},
}