How Should Foreign Retailers Deal With Chinese Consumers? A Cross-National Comparison of the Formation of Customer Satisfaction

China is becoming one of the world's most attractive retail markets. Though the literature lacks a comprehensive theory on country differences in the formation of customer satisfaction, such knowledge would enable foreign retailers to better adapt their marketing strategies to Chinese consumers. This study creates such a theory and tests it with data from seven countries. Hierarchical linear modeling shows that country differences in economic development and culture influence both (a) the level of customer satisfaction and (b) how customer satisfaction is influenced by its antecedents. Additional analyses specifically inform foreign retailers about how to adapt to Chinese consumer needs.