Author Description

Product Description Companies are increasingly recognizing the power of the consumer and the importance of service quality, product performance and trading standards. Satisfying the consumer is vital, but how can this be measured successfully and how does it differ between cultures? By asking whether numbers of complaints reflect overall dissatisfaction, whether repeat purchasing reflects contentment and whether changing marketing strategies reflect consumer pressure, Oliver Yau explores the concepts behind and the methods used for modelling consumer satisfaction. He argues that cultural issues must be considered whenever researching consumer behaviour. Applying new techniques for data analysis to a particular culture, he goes on to look at whether the Chinese are satisfied consumers. Why do they complain less? What 'power' do they hold and do they use it? The author tests this by looking at the values that influence buyer behaviour in China and developing a scale on which to base his findings. By taking one cultural context, Professor Yau shows not only how market behaviour in general can be affected by consumer satisfaction, but also provides an insight into Chinese value systems. About the Author Oliver H. M. Yau is currently Professor of Marketing at the University of Southern Queensland.