Articoli correlati a Consumer Behaviour in China: Customer Satisfaction...
Companies are increasingly recognizing the power of the consumer and the importance of service quality, product performance and trading standards. Satisfying the consumer is vital, but how can this be measured successfully and how does it differ between cultures?
By asking whether numbers of complaints reflect overall dissatisfaction, whether repeat purchasing reflects contentment and whether changing marketing strategies reflect consumer pressure, Oliver Yau explores the concepts behind and the methods used for modelling consumer satisfaction. He argues that cultural issues must be considered whenever researching consumer behaviour. Applying new techniques for data analysis to a particular culture, he goes on to look at whether the Chinese are satisfied consumers. Why do they complain less? What 'power' do they hold and do they use it? The author tests this by looking at the values that influence buyer behaviour in China and developing a scale on which to base his findings. By taking one cultural context, Professor Yau shows not only how market behaviour in general can be affected by consumer satisfaction, but also provides an insight into Chinese value systems.
By asking whether numbers of complaints reflect overall dissatisfaction, whether repeat purchasing reflects contentment and whether changing marketing strategies reflect consumer pressure, Oliver Yau explores the concepts behind and the methods used for modelling consumer satisfaction. He argues that cultural issues must be considered whenever researching consumer behaviour. Applying new techniques for data analysis to a particular culture, he goes on to look at whether the Chinese are satisfied consumers. Why do they complain less? What 'power' do they hold and do they use it? The author tests this by looking at the values that influence buyer behaviour in China and developing a scale on which to base his findings. By taking one cultural context, Professor Yau shows not only how market behaviour in general can be affected by consumer satisfaction, but also provides an insight into Chinese value systems.
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L'autore:
Oliver H. M. Yau is currently Professor of Marketing at the University of Southern Queensland.
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- EditoreRoutledge
- Data di pubblicazione1993
- ISBN 10 0415004365
- ISBN 13 9780415004367
- RilegaturaCopertina rigida
- Numero di pagine256
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Condizioni: ottimoCompanies are increasingly recognizing... Scopri di più su questo articolo
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Foto dell'editore
Consumer Behaviour in China: Customer Satisfaction and Cultural Values (Consumer Research & Policy Series)
Editore:
Cengage Learning EMEA, United Kingdom, London
(1994)
ISBN 10: 0415004365
ISBN 13: 9780415004367
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Paperback
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Valutazione libreria
Descrizione libro Paperback. Condizione: Fine. Companies are increasingly recognizing the power of the consumer and the importance of service quality, product performance and trading standards. Satisfying the consumer is vital, but how can this be measured successfully and how does it differ between cultures? By asking whether numbers of complaints reflect overall dissatisfaction, whether repeat purchasing reflects contentment and whether changing marketing strategies reflect consumer pressure, Yau explores the concepts behind and the methods used for modelling consumer satisfaction. Yau goes on to discuss the problems of generalization showing that cultural issues must be considered whenever researching consumer behaviour. Applying new techniques for data analysis to a particular culture, the book looks at whether the Chinese are satisfied. Why do they complain less? What power do they hold and do they use it? Yau tests this by looking at the values that influence buyer behaviour in China and developing a scale on which to base his findings. By taking one cultural context, Yau shows how market behaviour in general can be affected by consumer satisfaction, and provides an insight into the Chines value systems. Codice articolo GOR012997729
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