EAN: 9783658143664

BUSINESS ANALYTICS ACHIEVING BRAND LOYALTY IN...

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.

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