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Achieving Brand Loyalty in China through After-Sales Services

With a Particular Focus on the Influences of Cultural Determinants

Achieving Brand Loyalty in China through After-Sales Services by Alexander Fraß
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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. 
Springer Fachmedien Wiesbaden; June 2016
329 pages; ISBN 9783658143671
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Title: Achieving Brand Loyalty in China through After-Sales Services
Author: Alexander Fraß
 
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