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

• Main Author: Fraß, Alexander (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Series: Business Analytics
• Subjects: Business.; Marketing.; Globalization.; Markets.; Engineering economics.; Engineering economy.; Business and Management.; Emerging Markets/Globalization.; Engineering Economics, Organization, Logistics, Marketing.

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 exo...

Table of Contents:

• Chinese Consumer Behaviour in the Context of Intercultural Marketing
• German Car Manufacturers in China as Research Object
• After-Sales Operations of German Automobile Brands in China. .