Case 7: Emma's research investigating the influence of Chinese cultural values on customer satisfactionEmma, a British PhD student who has lived in China for two years noticed that Chinese customers' perception of service quality is verydifferent to customers from the West. She started questioning both the applicability of Western concepts to Chinese customers as well as thevalidity of research instruments used by the researchers when investigating Chinese customers. Having discussed her research ideas with hersupervisor and done some reading on the topic, she set her research aim as: 'To investigate the influence of Chinese cultural values oncustomer satisfaction'.QuestionsYou have been asked to advise Emma on articulating her research objectives and constructing her conceptual framework.1) Formulate the research objectives of the study by considering the theoretical concepts, possible research methodology, and the possiblecontributions of the study.2) Construct the conceptual framework of the study by considering the existing knowledge in the area, possible relationships betweenconcepts, and the research gaps that this study responds to.

Understanding the nuanced cultural factors that shape customer satisfaction is critical for success…

Answered: You have been asked to advise Emma on…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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