Impact of national cultures on automotive after sales services perception

The case of german premium cars in China

Abstract

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.