Achieving Brand Loyalty in China through After-Sales Services

With a Particular Focus on the Influences of Cultural Determinants

  • Alexander Fraß

Part of the Business Analytics book series (BA)

Table of contents

  1. Front Matter
    Pages I-XXI
  2. Alexander Fraß
    Pages 1-19
  3. Alexander Fraß
    Pages 21-47
  4. Alexander Fraß
    Pages 87-169
  5. Alexander Fraß
    Pages 171-242
  6. Alexander Fraß
    Pages 243-256
  7. Back Matter
    Pages 257-317

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. 

• 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 

Target Groups
• Teachers and students of marketing and cultural research
• Executives and consultants in the field of the automotive industry, marketing management

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.


After-sales Services Brand Loyalty Cultural Research PLS-SEM China

Authors and affiliations

  • Alexander Fraß
    • 1
  1. 1.MF Gabelstapler Service GmbHHenstedt-UlzburgGermany

Bibliographic information