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

By Alexander Fraß

ISBN-10: 3658143665

ISBN-13: 9783658143664

This paper presents a tenet for the way the complete technique chain of car after-sales companies may be researched in China. moreover, Schwartz's person point worth conception is brought as a valuable operationalisation method of cultural advertising and marketing. So, values are modelled as exogenous variables in an effort to exhibit which of them are rather causal. a complete of 301 chinese language workshop clients have been surveyed to evaluate the serious luck components of after-sales companies through partial least squares structural equation modelling. After-sales prone became vitally important within the motor vehicle undefined. besides the fact that, this sector has now not been sufficiently researched, rather with reference to China, crucial motor vehicle marketplace globally.

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

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2005)265 • Differentiation of COO in ‘Country of Design’ (COD), ‘Country of Assembly’ (COA) and ‘Country of Manufacture’ (COM) with regard to quality assessment and purchase intention of young Chinese: WONG ET AL. (2008)266 Research with an Intercultural Focus on Decision-making Processes GONG (2003) picks up the need for intercultural research, as he considers the influence of the Chinese culture on all phases of the buying decision process. From this he derives hypotheses, so that a preparatory reference frame for further analysis results.

Backhaus et al. (2006), p. 11; Töpfer (2012), p. 282. 83 Cf. Haenecke (2002), p. 174; Schoeneberg (2011), p. 52; Klarmann (2008), pp. ; Hesse (2004), p. 45. 84 Cf. Schoeneberg (2011), p. 60; Mayring (2002), p. 29. 80 Scientific Approach and Research Methodology Overview 17 Introduction & State of Research – Chapter 1 & 2 Reference Frame After-sales Service of German Car Manufacturers in China as a Research Object – Chapter 3 Conceptual and Theoretical Foundation – Chapter 4. n Empirical Research & Summary of the Study – Chapter 5 & 6 Figure 2: Reference Frame Reference: Author’s illustration referring to Schoeneberg (2011), p.

229 This is true for every part of the marketing mix. For instance, the rural population is more price conscious, less tied to brands and less exposed to mass media advertising. 231 226 Cf. ibidem, p. 99. Cf. Devane et al. (2009), pp. 1 ff. 228 Cf. McEwen et al. (2006), pp. 68 ff. 229 Cf. Sun/Wu (2004), pp. 245 ff. 230 Cf. ibidem, p. 253. 231 Own calculations based on n. a. (2012e), XI. Population, Living Conditions and Social Security. 227 Chinese Consumer Behaviour in the Context of Intercultural Marketing 41 The segment of luxury goods is researched by SAIDI ET AL.

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