General Marketing and Management Scales Developed in the Chinese Context

Oliver H. M. Yau () and Bernard Lee ()
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Oliver H. M. Yau: Hong Kong Metropolitan University
Bernard Lee: Oxford University

Chapter Chapter 4 in Chinese Marketing and Management Scales, 2024, pp 121-202 from Springer

Abstract: Abstract This chapter takes us on a journey through the intricacies of marketing and management in the ChineseChinese contextContext, as we explore a range of general marketing and management scales specifically developed for this marketMarket. We delve into nine prominent scales, including Marketing Relationship Orientation 1 and 2, Service Behavior Orientation, Service Delivery Orientation, Scale for Business Hypocrisy, Scale for Marketing Practices, Scale for Customer Relationship Management, Scale for Stakeholder Orientation, and Scale for JSLO.

Date: 2024
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DOI: 10.1007/978-981-97-4488-6_4

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