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How do Asia's two most important consumer markets differ? Japanese–Chinese differences in customer satisfaction and its formation

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  • Frank, Björn
  • Abulaiti, Gulimire
  • Herbas Torrico, Boris
  • Enkawa, Takao

Abstract

Little is known about international differences in the formation of customer satisfaction, particularly regarding developed and emerging markets in Asia. This lack of knowledge limits the competitiveness of Western companies in Asia. From the perspectives of economic and cultural country differences, this study thus compares customer satisfaction and its formation between Japan, China, and Germany (Western reference country). Customer satisfaction is higher in Japan than China for goods and private services but lower for public services. It is influenced more strongly by perceived quality and less strongly by perceived value (difference moderated by switching costs), public brand image, and quality expectations in Japan than China. Economic differences between developed (Japan, Germany) and emerging (China) markets influence consumer preference structures more strongly than cultural differences. Due to larger inter-Asian cultural variance than Western managers might expect, Chinese consumer preference structures differ more from Japanese than German consumer preference structures.

Suggested Citation

  • Frank, Björn & Abulaiti, Gulimire & Herbas Torrico, Boris & Enkawa, Takao, 2013. "How do Asia's two most important consumer markets differ? Japanese–Chinese differences in customer satisfaction and its formation," Journal of Business Research, Elsevier, vol. 66(12), pages 2397-2405.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:12:p:2397-2405
    DOI: 10.1016/j.jbusres.2013.05.026
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    References listed on IDEAS

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    Cited by:

    1. Boris Herbas Torrico & Björn Frank & Carlos Arandia Tavera, 2018. "Corporate social responsibility in Bolivia: meanings and consequences," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-13, December.
    2. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    3. Frank, Björn & Herbas-Torrico, Boris & Schvaneveldt, Shane J., 2021. "The AI-extended consumer: Technology, consumer, country differences in the formation of demand for AI-empowered consumer products," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    4. Frank, Björn & Abulaiti, Gulimire & Enkawa, Takao, 2014. "Regional differences in consumer preference structures within China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 203-210.
    5. Yang, Zhilin & Su, Chenting, 2013. "Understanding Asian business strategy: Modeling institution-based legitimacy-embedded efficiency," Journal of Business Research, Elsevier, vol. 66(12), pages 2369-2374.
    6. Frank, Björn & Enkawa, Takao & Schvaneveldt, Shane J. & Herbas Torrico, Boris, 2015. "Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters," Technological Forecasting and Social Change, Elsevier, vol. 99(C), pages 252-266.
    7. Emanuel de Bellis & Christian Hildebrand & Kenichi Ito & Andreas Herrmann, 2015. "Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation," Marketing Letters, Springer, vol. 26(3), pages 309-320, September.

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