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The drivers of customer satisfaction, trust, commitment, and loyalty among Chinese consumers

Author

Listed:
  • Yun Chu
  • Arturo Z. Vasquez-Parraga
  • Jianyu Ma

Abstract

This study: 1) investigates key factors driving customer satisfaction, trust, commitment, and loyalty among Chinese consumers; 2) builds a model that reflects the way Chinese consumers develop and maintain customer satisfaction, trust, commitment, and loyalty; 3) tests hypotheses representing the relationships in the model. A cross-sectional survey method is employed to study the impact of nine factors identified as consumer characteristics reflective of the Chinese value system on four key variables in customer relationships: customer satisfaction, trust, commitment, and loyalty among Chinese consumers. The results show that three drivers have a significant effect on customer satisfaction or trust, and that other drivers, including two unique Chinese characteristics, Ren Qing and Mian Zi, do not convey a significant influence on trust or the other measures of customer relationships. The implications for both academia and practitioners are presented.

Suggested Citation

  • Yun Chu & Arturo Z. Vasquez-Parraga & Jianyu Ma, 2021. "The drivers of customer satisfaction, trust, commitment, and loyalty among Chinese consumers," International Journal of Business and Systems Research, Inderscience Enterprises Ltd, vol. 15(6), pages 807-821.
    • Handle: RePEc:ids:ijbsre:v:15:y:2021:i:6:p:807-821
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