The Mobile Customer Journey in China: Implications and Future Research Areas

Abstract

This conclusive chapter draws the book’s implications for marketing theory and practice relevant for international companies that operate in China. The results from the two empirical studies focused on the fashion sector suggest that the Chinese consumer’s shopping experience is driven both by utilitarian and hedonic elements. Moreover, enjoyment strongly mediates the effect of utilitarian factors on customer satisfaction. In China, mobile touchpoints are involved in all customer journey phases. However, while digital and mobile touchpoints provide increasing opportunities for firms to engage with customers and develop their strategy in a very targeted and personalized way, physical stores continue to be central in building brand awareness and driving customer experience. Cultural heterogeneity and different levels of customer sophistication also impact marketing strategies of international firms and how brands are perceived in China. Three areas for future research are suggested.