Achieving Brand Loyalty in China through After-Sales Services

With a Particular Focus on the Influences of Cultural Determinants

by

Subject categories
ISBNs
  • 9783658143664
  • 9783658143671
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
  • ISBN 9783658143671
  • Read online, or download in secure PDF format
  • Title: Achieving Brand Loyalty in China through After-Sales Services
  • Author: Alexander Fraß
  • Imprint: Springer Gabler
Subject categories
ISBNs
  • 9783658143664
  • 9783658143671

About The Author

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.

Subject categories
ISBNs
  • 9783658143664
  • 9783658143671