Achieving Brand Loyalty in China through After-Sales Services

With a Particular Focus on the Influences of Cultural Determinants

verfasst von: Alexander Fraß

Verlag: Springer Fachmedien Wiesbaden

Buchreihe : Business Analytics

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

With a total revenue share of 20%, the automotive sector has been a core industry in Germany for a long time. However, the success of German automobile manufacturers is only partially based on the domestic market. In fact, the German automotive industry association ‘Verband der Automobilindustrie’ (VDA) recently reported an export ratio of 77%.

Alexander Fraß

Chapter 2. State of Research

Abstract

The identification of a deficit in research in Chapter 1.3 is derived from a comprehensive literature review of the state of research, which is shown in-depth in this chapter. The object of the investigation is primarily the after-sales and Chinese consumer behaviour of the topic groups, for which the automotive marketing serves to begin with as a parent frame. Due to the German perspective, the Chinese buying behaviour is considered in the context of intercultural marketing.

Alexander Fraß

Chapter 3. German Car Manufacturers in China as Research Object

Abstract

In this chapter the aim is to delimitate the German Car manufacturers as a research object. As set out in Chapter 1 there are a lot of indicators that demonstrate why China is tremendously important for these OEMs and why investigations should therefore be done there. The following section, German Market Overview, shows the stagnation of the domestic market and the huge contribution of foreign markets, thus based on this foundation, the role of China as a drawing card becomes understandable.

Alexander Fraß

Chapter 4. Conceptual and Theoretical Foundation

Abstract

The development of a conceptual reference frame is the starting point of this chapter, in which the conceptual foundations are elaborated. The reference frame helps to structure and systematise the research process in a transparent and comprehensible manner, to show possible problem fields, and in particular to steer the conceptual and theoretical foundations during this process.

Alexander Fraß

Chapter 5. Empirical Research

Abstract

Based on the theoretical and conceptual foundations established in this study, the success factors governing after-sales services offered by German automobile manufacturers in China are analysed empirically, with particular consideration given to cultural influences. Success factor research and structural equation modelling are explained in Chapter 5.1. Then, Chapter 5.2 concerns the research design and provide all the details relating to the survey.

Alexander Fraß

Chapter 6. General Discussion

Abstract

The objective of this work was to investigate theoretically and to verify empirically the determinants of success of after-sales services for German automobile manufacturers in China, under consideration of the influence of cultural factors. This objective and the related research questions have been achieved and comprehensively answered, where especially the in-depth analysis of culture shows that this topic must be analysed pretty much in detail (here moderation is crucial), in order to understand the whole picture properly. The following chapters summarise this study (Chapter 6.1), compare and discuss the empirical findings with scientific and managerial interpretations (Chapter 6.2), and finally close by considering the limitations of this study and the need for further research (Chapter 6.3).

Alexander Fraß

Backmatter

Titel: Achieving Brand Loyalty in China through After-Sales Services
verfasst von: Alexander Fraß
Verlag: Springer Fachmedien Wiesbaden
Electronic ISBN: 978-3-658-14367-1
Print ISBN: 978-3-658-14366-4
DOI: https://doi.org/10.1007/978-3-658-14367-1