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Achieving Brand Loyalty in China Through After-Sales Services
Alexander Frass
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Description for Achieving Brand Loyalty in China Through After-Sales Services
Paperback. Series: Business Analytics. Num Pages: 338 pages, 35 black & white illustrations, biography. BIC Classification: 1FPC; KJSU. Category: (G) General (US: Trade). Dimension: 210 x 148 x 18. Weight in Grams: 445.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2016
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
338
Condition
New
Series
Business Analytics
Number of Pages
317
Place of Publication
, Germany
ISBN
9783658143664
SKU
V9783658143664
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Alexander Frass
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. ... Read more
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