Business Analytics Achieving Brand Loyalty in China through After-Sales Services - Alexander Fraß Kartoniert (TB)

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.