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Achieving Brand Loyalty in China through After-Sales Services

With a Particular Focus on the Influences of Cultural Determinants

  • Book
  • © 2016

Overview

Authors:
  1. Alexander Fraß

    1. MF Gabelstapler Service GmbH, Henstedt-Ulzburg, Germany

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Part of the book series: Business Analytics (BA)

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Table of contents (6 chapters)

  1. Front Matter

    Pages I-XXI
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  2. Introduction

    • Alexander Fraß
    Pages 1-19

  3. State of Research

    • Alexander Fraß
    Pages 21-47

  4. German Car Manufacturers in China as Research Object

    • Alexander Fraß
    Pages 49-86

  5. Conceptual and Theoretical Foundation

    • Alexander Fraß
    Pages 87-169

  6. Empirical Research

    • Alexander Fraß
    Pages 171-242

  7. General Discussion

    • Alexander Fraß
    Pages 243-256

  8. Back Matter

    Pages 257-317
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Keywords

About this book

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. 

Authors and Affiliations

  • MF Gabelstapler Service GmbH, Henstedt-Ulzburg, Germany

    Alexander Fraß

About the author

Alexander Fraß studied social economy and entrepreneurship at the University of Hamburg and the Institute of Technology Tralee (Ireland). In 2015, he completed his dissertation at the Universitat Politècnica de València (Spain) in co-operation with the Hamburg University of Applied Sciences. Since 2015 he is responsible for the marketing and sales activities of a leading forklift dealership in North Germany.

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