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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Achieving Brand Loyalty in China through After-Sales Services
• Subtitle: With a Particular Focus on the Influences of Cultural Determinants
• Author: Alexander Frass
• Language: English
• Binding: Paperback
• Number of pages: 317
• EAN: 9783658143664
• ISBN: 9783658143664
• ID: 10929539
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 4398 g
• Dimensions: 210 × 148 × 18 mm
• Date of publishing: 16. June 2016

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