Business Analytics Klaus-Peter Schoeneberg Hrsg. Alexander Fraß Achieving Brand Loyalty in China through After-Sales Services With a Particular Focus on the Influences of Cultural Determinants Business Analytics Herausgegeben von K.-P. Schoeneberg, Hamburg, Deutschland The interdisciplinary approach of the series “Business Analytics” synergises the scientific disciplines of Ecommerce, business informatics, economics and math- ematics. Based on the latest scientific methods, models and algorithms, the series integrates two juxtapositioned fields of research: scientific methodology and prac- tically derived data in the discipline of strategic and operative business oriented questions. Within these disciplines, the series presents results of current research questions about data- and future-oriented themes as strategies, analytics and pre- diction. The findings of this series are highly relevant to all scientific fields in this area of research, academic institutions and companies that have an awareness of how data can drive business outcomes but want to better leverage data as a corpo- rate asset for competitive advantage. Herausgegeben von Prof. Dr. Klaus-Peter Schoeneberg Hamburg University of Applied Sciences Hamburg, Germany Alexander Fraß Achieving Brand Loyalty in China through After-Sales Services With a Particular Focus on the Influences of Cultural Determinants With prefaces by Prof. Dr. Klaus-Peter Schoeneberg Prof. Dr. José Albors Garrigós Alexander Fraß Henstedt-Ulzburg, Deutschland Dissertation Universitat Politècnica de València, 2015 Business Analytics ISBN 978-3-658-14366-4 ISBN 978-3-658-14367-1 (eBook) DOI 10.1007/978-3-658-14367-1 Library of Congress Control Number: 2016942506 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. 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Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer Gabler imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH e by the Editor V Preface by the Editor The Chinese automotive market is – according to both scale and scope – the most important market for German car manufacturers. Additionally, brand loyalty, for ex- ample influenced by aftersales service and workshop loyalty, has become increasing- ly important in China, as many first-time car buyers are about to choose their second or third car now. Experiences made during the aftersales period with authorised workshops play an increasingly important role in car purchasing decision making. Fi- nally, the aftersales network is in many aspects still in development. Therefore, the scientific results of this dissertation are best suited to help both researchers and prac- titioners to increase aftersales performance, service satisfaction and sales loyalty. Additionally Chinese culture is completely different to European culture, which is challenging for car manufacturers originating from Germany. The cultural influence is elaborated on a comprehensive basis of general culture theoretical explanations. The author presents highly detailed how and why to operationalize values with the ap- proach of Schwartz. He focuses on the individual level value theory, which enables to modulate the value constructs as causal influence factors. This application impres- sively demonstrates his interdisciplinary approach in economic and cultural research. In the cultural part of the research, the author summarizes, that universalism and self-direction are the two values, which actually affect the endogenous quality and loyalty variables. Furthermore, he also analyses mediating and moderating effects of the variables, which is very valuable for the study. He shows that when it comes to culture, moderating influences must be considered, because various other values become then significant. In summary it can be stated that the thesis represents an original and significant con- tribution to scientific work in the field of automotive aftersales. It will help both re- searchers and practitioners to improve their understanding of aftersales success, service satisfaction, and loyalty in the automotive industry in China. The work gives new and highly valuable insights relevant for the success of car manufacturers in the key market China. German car manufacturers following the recommendations of the author derived from his findings are most likely to be more successful in the Chinese market in the future. Professor Dr. Klaus-Peter Schoeneberg Hamburg, Germany March 2016 Hamburg University of Applied Sciences Preface VII Preface Global sales of passenger cars reached 73.9 million vehicles during 2015. Since Ford introduced assembly line car production in the early 1900s to mass-manufacture its Model T automotive production has spread globally following similar efficiency pat- terns. Along with China with 21.1 millions car sold, the United States with 8.5 are among the largest automobile markets worldwide, both in terms of production and sales and in both countries car consumers approach is quite different. However, car sales and marketing have to be managed in accordance with local customers de- mands and needs. Consequently, the industry constitutes today a global value chain where the last steps of the chain, sales and post sales services must be then adapted to their local context. But is it possible to accommodate local customized demands versus global designs and production?. The research thesis of Alexander Frass aims and answering, successfully, to some of the factors related with this gen- eral question. Cultural values and cross cultural differences have been utilized to analyze Interna- tional Management. The seminal study of Geert Hofstede’s with IBM employees in many countries has been a classical and later Fons Trompenaars carried out a study of cultural differences which was completed later by Zeynep Aycan’s socio-cultural dimensions approach. Alexander Frass utilises the approach of another known academic, Shalom Schwartz, its dimensional cultural approach to research on the last step of automotive value chain, After-sales services, in China, which is the largest global car market. And he made a wise decision: to study the premium segment of German manufacturers who have a leading role, as dominating this market segment. If it comes to services, one point is remarkably important in China, culture. Additionally, he addresses a significant gap research since culture has been a ne- glected issue in this market. The research methodology has been quite ambitious carrying out a survey among 400 Chinese workshop customers of the brands Audi, BMW and Mercedes-Benz. Furthermore his statistical approach, Partial Least Squares structural equation modelling has been critical in order to assess the critical success factors in the models developed. This thesis provides very useful guidelines of how the complete process value chain of after-sales services develops in an emerging economy such as in China. And proves how cultural values must clearly be taken into account when considering the management of after sales services if we want to achieve brand loyalty leadership. Professor Dr. José Albors Garrigós, Valencia, Spain March 2016 Universitat Politècnica de València Thanksgiving IX Thanksgiving Dedicated to my beloved wife Denise. Content Overview XI Content Overview Preface by the Editor .................................................................................................V Preface ......................................................................................................................V II Thanksgiving .............................................................................................................I X Content Overview .....................................................................................................X I Table of Contents ....................................................................................................X III Table of Figures .................................................................................................... XVII Table of Tables ....................................................................................................... XIX Abbreviations ......................................................................................................... XXI 1 Introduction .......................................................................................................... 1 2 State of Research ............................................................................................... 21 3 German Car Manufacturers in China as Research Object ............................. 49 4 Conceptual and Theoretical Foundation ......................................................... 87 5 Empirical Research .......................................................................................... 171 6 General Discussion .......................................................................................... 243 References .............................................................................................................. 257 Appendix ................................................................................................................. 301 Table of Contents XIII Table of Contents Preface by the Editor .................................................................................................V Preface ......................................................................................................................V II Thanksgiving .............................................................................................................I X Content Overview .....................................................................................................X I Table of Contents ....................................................................................................X III Table of Figures .................................................................................................... XVII Table of Tables ....................................................................................................... XIX Abbreviations ......................................................................................................... XXI 1 Introduction .......................................................................................................... 1 1.1 Status Quo and Problem Statement ........................................................................ 1 1.2 Exploratory Pre-Investigation .................................................................................. 7 1.3 Identification of a Research Gap ........................................................................... 11 1.4 Research Objective ................................................................................................. 12 1.5 Scientific Approach and Research Methodology Overview ................................ 13 1.6 Course of Research ................................................................................................ 18 2 State of Research ............................................................................................... 21 2.1 Automotive Marketing ............................................................................................. 21 2.2 After-Sales ............................................................................................................... 24 2.3 Chinese Consumer Behaviour in the Context of Intercultural Marketing .......... 37 3 German Car Manufacturers in China as Research Object ............................. 49 3.1 German Market Overview ....................................................................................... 49 3.1.1 Car Manufacturers .............................................................................................. 49 3.1.2 Co-operating Suppliers ....................................................................................... 53 3.1.3 Consumer ........................................................................................................... 55 3.2 Macro Environment of the People´s Republic of China ...................................... 59 3.2.1 Chinese Economy ............................................................................................... 60 3.2.2 Chinese Consumer Landscape ........................................................................... 66 3.2.3 Challenges to After-Sales Services in the Chinese Market ................................ 70 3.3 After-Sales Operations of German Automobile Brands in China ....................... 80 3.4 Interim Conclusion and Delimitation of the Research Object ............................. 83