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

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

9783658143671
3658143673
9783658143664

Wiesbaden : Springer Fachmedien Wiesbaden, 2016.

English

1 online resource (329 pages).

HF4999.2-6182

650

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.

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