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- Author: Alexander FraÃ
- Publisher: Springer Gabler
- Year: 2016
- Pages: 317
- ISBN-10: 3658143665
- ISBN-13: 9783658143664
- Format: 14.8 x 21 x 1.8 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
Achieving Brand Loyalty in China Through After-Sales Services (e-book) (used book) | bookbook.eu
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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.
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- Author: Alexander FraÃ
- Publisher: Springer Gabler
- Year: 2016
- Pages: 317
- ISBN-10: 3658143665
- ISBN-13: 9783658143664
- Format: 14.8 x 21 x 1.8 cm, softcover
- Language: English English
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.
Reviews