Are Satisfied Consumers Willing to Be Loyal? A Qualitative Study of Chinese Consumers


  • Jack Wei University of West Georgia, USA


The challenge of turning satisfied customers into loyal ones is increasingly prevalent for companies in a dynamic market. This qualitative research aims to investigate customer loyalty in terms of brand loyalty, firm loyalty, and salespeople loyalty, regardless of product categories or industries. The research employs in-depth interviews with 45 Chinese consumers across four regions. The findings indicate that, unlike Western consumers, brand loyalty, firm loyalty, and salespeople loyalty are crucial determinants of customer loyalty among Chinese consumers. This study unveils a triad of overarching themes that effectively counteract adverse sentiments towards customer loyalty. These themes encompass the strategic communication of brand quality information, the cultivation of firm trust through ethically principled practices, and the strategic empowerment of salespeople to cultivate a sense of esteem among consumers. The findings provide a unique insight into customer satisfaction and loyalty in the field of marketing and offer critical lessons for promoting customer loyalty in emerging markets.


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