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

By Alexander Fraß

This paper offers a suggestion for a way the whole technique chain of automobile after-sales companies can be researched in China. furthermore, Schwartz's person point worth thought is brought as a worthy operationalisation method of cultural advertising and marketing. So, values are modelled as exogenous variables which will convey which of them are fairly causal. a complete of 301 chinese language workshop shoppers have been surveyed to evaluate the severe luck elements of after-sales prone through partial least squares structural equation modelling. After-sales companies became extremely important within the vehicle undefined. even if, this quarter has now not been sufficiently researched, quite with reference to China, crucial vehicle industry globally.

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148 Cf. Gunasekaran (2008), pp. 549 ff. 149 Cf. Kim et al. (2007), pp. 1843. 150 Cf. Kühlwein et al. (1999), pp. 16 ff. 151 Cf. Makris/Chryssolouris (2013), pp. 2077 ff. 152 Cf. Meyr (2004), pp. 447. 153 Cf. Sánchez/Pérez (2005), pp. 681. 154 Cf. Towill et al. (2002), pp. 79 ff. 155 Cf. Zilling (2006), pp. 1 ff. 156 Cf. Gaiardelli et al. (2007), pp. 698 ff. 144 After-Sales 31 one of the companies focusses on the customer loyalty of the dealer network,157 but brand loyalty seems to be ignored. Moreover the research of SACCANI ET AL.

Esch et al. (2012), p. 1 ff. 140 Cf. Bodensteiner (2006), p. 1 ff. de. 142 Cf. Blanchet/Rade (2007), pp. 171 ff. 144 In a case study for the northern American brand, Saturn, COHEN ET AL. (2000) describe what is in their opinion an exemplary spare-part delivery concept. 145 The automobile-specific after-sales supply chain optimisation is furthermore a fairly widely discussed subject in the scientific literature. Because of its primarily organisational focus, it is not dealt with here. For more on this topic, please refer to the following authors: BRUNNERMEIER/MARTIN (2002); 146 DORAN (2004); 147 GUNASEKARAN (2008); 148 KIM ET AL.

Cohen et al. (2000), pp. 93 ff. 146 Cf. Brunnermeier/Martin (2002), pp. 71 ff. 147 Cf. Doran (2004), p. 102. 148 Cf. Gunasekaran (2008), pp. 549 ff. 149 Cf. Kim et al. (2007), pp. 1843. 150 Cf. Kühlwein et al. (1999), pp. 16 ff. 151 Cf. Makris/Chryssolouris (2013), pp. 2077 ff. 152 Cf. Meyr (2004), pp. 447. 153 Cf. Sánchez/Pérez (2005), pp. 681. 154 Cf. Towill et al. (2002), pp. 79 ff. 155 Cf. Zilling (2006), pp. 1 ff. 156 Cf. Gaiardelli et al. (2007), pp. 698 ff. 144 After-Sales 31 one of the companies focusses on the customer loyalty of the dealer network,157 but brand loyalty seems to be ignored.

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