globalization and chinese customer

With the globalization and information technology, it has become easier for multinational companies to strengthen their customer relations via the email system and web. They are trying to find some innovative ways to increase customer loyalty and satisfaction. However, it shouldn’t be ignored that there is a behavioral shift among Chinese customers from collectivist way of thinking and shopping to the individual way of thinking. In order to adapt to this shift, multinational corporations should hire local managers who will understand the tradition, culture, language, and also the changing preferences of Chinese customers. In addition, the MNCs need to emphasize the individualistic values in their promotion and marketing strategies.
Furthermore, the wealthy class in China is growing; therefore, the multinational corporations should design more creative ways to attract this growing population. It is also shown in the studies that customers in the emerging market are not properly served unlike in the Western world where there is a commonly accepted principle that the customer is always right irrespective of the circumstances. So the customer service model should be brought to the Chinese market to make the customers happy and loyal. It is often declared that suppliers in China are suffering from meeting the quickly expanding needs and demands of companies who are trying to satisfy their customers with new products and designs. In this way, having a close and strong customer relations would be a competitive advantage for multinational corporations
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who are and will be dealing with end customers so as to overwhelm their domestic and global competitors in this huge market.