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

By Alexander Fraß

This paper presents a tenet for the way the full approach chain of car after-sales providers may be researched in China. additionally, Schwartz's person point price thought is brought as a important operationalisation method of cultural advertising. So, values are modelled as exogenous variables so one can exhibit which of them are quite causal. a complete of 301 chinese language workshop shoppers have been surveyed to evaluate the serious good fortune elements of after-sales companies through partial least squares structural equation modelling. After-sales providers became extremely important within the vehicle undefined. despite the fact that, this region has now not been sufficiently researched, fairly in regards to China, an important motor vehicle marketplace globally. 

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Achieving Brand Loyalty in China through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants (Business Analytics)

This paper presents a tenet for the way the complete method chain of car after-sales prone should be researched in China. additionally, Schwartz's person point worth thought is brought as a useful operationalisation method of cultural advertising and marketing. So, values are modelled as exogenous variables that allows you to exhibit which of them are quite causal.

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

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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. 484 ff. 245 Cf. Hernandez et al. (2008), pp. 424 ff. Chinese Consumer Behaviour in the Context of Intercultural Marketing • 43 Via 400 personal interviews WONG/ZHOU (2005) investigate the motives of young Chinese upon purchase of prestigious and understated foreign consumer goods.

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.

Afterwards, the findings of the empirical study are interpreted in order to establish new scientific findings. The entire study is summarised in Chapter 6, in which recommendations for management and the implications for further research are given. The following Figure 3 summarises the course of research outlined above. Course of Research 19 Chapter 1 Introduction Chapter 2 Chapter 3 State of Research German Car Manufacturers in China as Research Object Chapter 4 Conceptual and Theoretical Foundations for the Analysis of Success Indicators and Variables as well as their Influence System of Hypotheses Chapter 5 Empirical Study to Determine Success Factors Processing, Analysis and Interpretation of the Empirical Findings Chapter 6 Summary of Results, Management Implications and Further Research Needs Figure 3: Course of Study Reference: Author’s illustration.

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