Achieving Brand Loyalty in China through After-Sales by Alexander Fraß

By Alexander Fraß

This paper presents a suggestion for the way the complete technique chain of automobile after-sales providers may be researched in China. furthermore, Schwartz's person point price conception is brought as a helpful operationalisation method of cultural advertising and marketing. So, values are modelled as exogenous variables which will convey which of them are quite causal. a complete of 301 chinese language workshop clients have been surveyed to evaluate the severe good fortune elements of after-sales providers through partial least squares structural equation modelling. After-sales prone became extremely important within the car undefined. in spite of the fact that, this zone has now not been sufficiently researched, relatively in regards to China, an important motor vehicle marketplace globally.

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

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244 • HERNANDEZ ET AL. (2008) examine the impacts of superstition at product releases. 245 239 CEO JWT Greater China – J. Walter Thompson is one of the biggest ad-agencies of the USA with globally located branches. Continuative to that, it will be referred to the case study ‘JWT China: Advertising for the New Chinese Consumer’; Köll (2009), pp. 1 ff. 240 Cf. Doctoroff (2005), pp 1 ff. 241 Cf. ibidem, p. 2. 242 Cf. ibidem, pp. 2 ff. 243 Cf. Wang/Cui (2008), pp. 421 ff. 244 Cf. Eckhardt/Houston (2008), pp.

265 Cf. Amini et al. (2005), pp. 369 ff. 266 Cf. Wong et al. (2008), pp. 455 ff. 267 Cf. Gong (2003), pp. 373 ff. 268 Ibidem, p. 376. ’269 The author conducts a qualitative and a quantitative study (PLS-path modelling) that includes the consideration of central intercultural value studies. In terms of brand loyalty, he explores the fact that relationship to a brand is affected most strongly by social influences, amongst which the perception of the brand within the family context could be seen as the most intense.

Cohen et al. (1997), pp. 535 ff. 183 Cf. Cohen/Lee (1990), pp. 55 ff. 184 Cf. Nordin (2005), pp. 576 ff. 178 After-Sales • 35 Organisational structure and information technology: BRAX (2005);188 ZACKARIASSON/WILSON (2004);189 HULL/COX (1994)190 These focal points regarding SACCANI ET AL. 192 The steadily increasing appreciation of after-sales that occurred in the past as an important contribution to business performance is accompanied by the emerging relevance of services in general. To what extent this process leads the manufacturing industry towards special challenges, and what marks the eventual transition of product to service providing enterprises, is researched extensively in particular in investment goods marketing.

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