Impact of national cultures on automotive after sales services perception

The case of german premium cars in China

  • Jose Albors-Garrigos Universitat Politecnica de valencia
  • Alex Frass Hochschule für Angewandte Wisssenschaften Hamburg
  • Klaus Peter Schoeneberg Hochschule für Angewandte Wisssenschaften Hamburg
  • Angel Peiro Signes Univ.Pol.Valencia


This article clarifies the impact of national culture in the after sales service in the automotive sector.  Introduction and objectives: After-sales services have become paramount in the automobile industry. However, they are not sufficiently researched, particularly in emerging markets. Here an academic gap exists because, within the automotive research literature, culture is a widely neglected issue. Thus no explicit knowledge can be applied regarding emerging markets service demand behaviour, which might be a crucial point, as some of these countries culture is different to the western culture. Methods: The research is based in a survey carried out among Chinese premium brand automotive customers. Results: It shows which individual level values are causal and positively contribute to the perception of service quality and loyalty behaviour by customers. Conclusion: The article providing a guideline how the entire process chain of after-sales services could be researched and applies successfully the individual level value theory by Schwartz. Implications and research limitation: Brand loyalty is well explained by perceived service quality significantly leads to after-sales service satisfaction, which itself is a strong predictor of workshop loyalty. Moreover, workshop loyal customers are likewise significantly brand loyal. Finally, the influence of culture is empirically verified with the one exception of after-sales service satisfaction.

Author Biographies

Jose Albors-Garrigos, Universitat Politecnica de valencia

Emeritus professor at the Universitat Politécnica de Valencia (UPV) in Spain. Dr. Albors is an Industrial engineer from Univ.Pol. de Madrid where he was awarded a PhD degree and an MBA. With more than 25 years professional experience in engineering Dr. Albors joined UPV in 1995 becoming Full professor in 2010. He has ample academic and research experience in the fields of Innovation and Technology Management as well as Knowledge Management where he has been consultant and researcher. He has published more than 80 articles in international journals and 150 papers in international conferences.

Alex Frass, Hochschule für Angewandte Wisssenschaften Hamburg

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 Politecnica de Valencia (Spain) in co-operation with the Hamburg University of Applied Sciences. Since 2016 he is responsible for the marketing and sales activities of a leading forklift dealership in North Germany.

Klaus Peter Schoeneberg, Hochschule für Angewandte Wisssenschaften Hamburg

Klaus-Peter Schoeneberg is a full professor at the Beuth University of Applied Sciences Berlin, Department Business Administration and Social Sciences.His major professional interests include: Analytics, Data Mining, Machine Learning, Automation for Predictive Modelling, Social Media Analytics and Text Analytics.

Angel Peiro Signes, Univ.Pol.Valencia

Dr.Peiro is Associate Professor at Universitat Politécnica de Valencia (UPV) in Spain. He graduated as Ind. Engineer and has obtained his PhD in Business management form U.P.V. Dr. Peiro has more than 10 years professional experience in engineering and numerous publications in international journals. He is an specialist in PLS and statistical methods.

How to Cite
Albors-Garrigos, J., Frass, A., Schoeneberg, K., & Peiro Signes, A. (2017). Impact of national cultures on automotive after sales services perception. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 22(2), 13-27. doi:10.7595/management.fon.2017.0014