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By Alexander Fraß

This paper offers a tenet for the way the total approach chain of car after-sales providers might be researched in China. furthermore, Schwartz's person point worth thought is brought as a helpful operationalisation method of cultural advertising and marketing. So, values are modelled as exogenous variables with a view to convey which of them are particularly causal. a complete of 301 chinese language workshop buyers have been surveyed to evaluate the serious good fortune elements of after-sales providers through partial least squares structural equation modelling. After-sales providers became vitally important within the motor vehicle undefined. even though, this sector has no longer been sufficiently researched, quite with reference to China, an important automobile industry globally.

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Shuqin/Gang (2012), p. 175 ff. Cf. 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.

Ibidem, p. 173. 133 Cf. Flees/Senturia (2008), After-Sales Service Key to Retaining Car Buyers. 134 Ibidem. 135 Cf. Bloemer/Pauwels (1998), pp. 78 ff. 136 Cf. ibidem, p. 81. 137 Cf. Liljander/Roos (2002), pp. 603/609. 138 ESCH ET AL. (2012) examine the success of automobile brands – due to the triangular relationship between brand strength, customer retention and service quality – by surveying the customers’ perception of utility to reflect explicitly the customer`s point of view. Utility and service experience are analysed as well with regard to auto brand and dealer.

114 Cf. ibidem, pp. 5/15. 115 In order to select relevant literature, this state of affairs is taken into account below. It is started by examining to what extent the topic of after-sales is been considered automotive industry inherent. , in what MANN (1995) shows the basic service policy principles. 117 According to DIEZ (2009), the car as a physical product still captures a dominating position in the OEM´s market performance policy. 118 Furthermore, he emphasises the relevance as an independent source of income of the automobile manufacturers and refers thereby in particular to the parts business.

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