Alexander Fraß
Achieving Brand Loyalty in China through After-Sales Services
With a Particular Focus on the Influences of Cultural Determinants
Paperback Engels 2016 9783658143664
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9783658143664
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Fachmedien Wiesbaden
Serie:Business Analytics
Lezersrecensies
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Inhoudsopgave
<div>Chinese Consumer Behaviour in the Context of Intercultural Marketing.- German Car Manufacturers in China as Research Object.- After-Sales Operations of German Automobile Brands in China. </div><div><br></div>
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan