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

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

Research output: Contribution to journalArticle

12 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)2397-2405
Number of pages9
JournalJournal of Business Research
Volume66
Issue number12
DOIs
Publication statusPublished - 2013 Dec 1
Externally publishedYes

Keywords

  • China
  • Customer satisfaction
  • Japan
  • Perceived quality
  • Perceived value
  • Public brand image

ASJC Scopus subject areas

  • Marketing

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