State of Research
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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.
KeywordsCustomer Satisfaction Automotive Industry Brand Loyalty Customer Retention Chinese Consumer
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