The drivers of customer satisfaction, trust, commitment, and loyalty among Chinese consumers Online publication date: Sat, 06-Nov-2021
by Yun Chu; Arturo Z. Vasquez-Parraga; Jianyu Ma
International Journal of Business and Systems Research (IJBSR), Vol. 15, No. 6, 2021
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.
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