Chinese customers' loyalty to international consulting firms

Qianqian Li and Qinqin Zheng

The Service Industries Journal, 2013, vol. 33, issue 15-16, 1495-1513

Abstract: International consulting firms enjoy higher customer loyalty than domestic firms in China. This paper investigates an influence model of customer loyalty on international consulting firms that goes beyond traditional research. Using a sample of 231 companies receiving service from international consulting firms in China, structural model testing validated the idea that choice based on service quality and belief caused by halo effect together lead to the customer loyalty on international consulting firms. International consulting companies have some born advantage doing business in emerging markets such as China due to Chinese customers' belief caused by halo effect.

Date: 2013
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DOI: 10.1080/02642069.2011.635300

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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