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

Yun Chu, Arturo Vasquez-Parraga and Jianyu Ma

International Journal of Business and Systems Research, 2021, vol. 15, issue 6, 807-821

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.

Keywords: Chinese customer loyalty; satisfaction; trust; commitment; Ren Qing (reciprocal obligation); Mian Zi (face); systems. (search for similar items in EconPapers)
Date: 2021
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