New PDF release: Achieving Brand Loyalty in China through After-Sales

By Alexander Fraß

ISBN-10: 3658143665

ISBN-13: 9783658143664

ISBN-10: 3658143673

ISBN-13: 9783658143671

This paper presents a suggestion for a way the full technique chain of automobile after-sales prone can be researched in China. additionally, Schwartz's person point worth concept is brought as a valuable operationalisation method of cultural advertising. So, values are modelled as exogenous variables as a way to exhibit which of them are fairly causal. a complete of 301 chinese language workshop consumers have been surveyed to evaluate the serious good fortune elements of after-sales companies through partial least squares structural equation modelling. After-sales providers became vitally important within the motor vehicle undefined. even if, this region has no longer been sufficiently researched, quite with reference to China, crucial motor vehicle marketplace globally.

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Extra info for Achieving Brand Loyalty in China through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants

Example text

Van Birgelen et al. (2002), pp. 43 ff. 208 38 State of Research sales service. Thus it will be oriented towards the special features of the culture and therefore as closely as possible towards local customer needs. ), as a significant independent variable, determines consumer behavior’ 213 so that the knowledge gained through research examining demandoriented success factors could be strengthened; thus, concern (group)-wide efficiency decisions are not focused accordingly. 216 Historical Review and Current Relevance To approach Chinese consumer behaviour within the intercultural context it is advisable, besides analysing current developments, to review historical developments of country and culture in order to acquire an awareness of the entire relationship.

Their study proves empirically that through recent repurchases the dealer retention merely exerts a significant impact on brand retention only if the dealer is selling brands of the volume segment. 104 An important limitation is however, that Dutch dealerships are mostly based on a mono-brand sales structure,105 a major difference from the often seen multi-brand trade, such as exists in the US and Germany. Finally, the theoretical-conceptual contribution by REICHHUBER (2010) will be emphasised, which aims at a scientific and integrated holistic consideration of strategy 99 Cf.

Cf. ibidem, p. 211; Jönke (2012), p. 6. 145 Cf. Cohen et al. (2000), pp. 93 ff. 146 Cf. Brunnermeier/Martin (2002), pp. 71 ff. 147 Cf. Doran (2004), p. 102. 148 Cf. Gunasekaran (2008), pp. 549 ff. 149 Cf. Kim et al. (2007), pp. 1843. 150 Cf. Kühlwein et al. (1999), pp. 16 ff. 151 Cf. Makris/Chryssolouris (2013), pp. 2077 ff. 152 Cf. Meyr (2004), pp. 447. 153 Cf. Sánchez/Pérez (2005), pp. 681. 154 Cf. Towill et al. (2002), pp. 79 ff. 155 Cf. Zilling (2006), pp. 1 ff. 156 Cf. Gaiardelli et al. (2007), pp.

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Achieving Brand Loyalty in China through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants by Alexander Fraß


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