Buying an automobile in China: How customer satisfaction is linked to perceived subjective well-being

• Xia Wang

  Renmin University of China

• Yung-Hsin Chen

  National Cheng Kung University

The objective in this study conducted in mainland China was to explore how an individual’s satisfaction as a customer in the purchase and use of an automobile is linked with the social level indicator of that person’s perceived subjective well-being (SWB). We found that having the ability to afford major household assets like an automobile that fulfils their needs and gives them satisfaction, arouses a feeling of happiness and perceived SWB in the context of the society they live in, and determines their underlying satisfaction with national economic policy.

1. Xia Wang, Renmin University of China
   Department of Marketing
2. Yung-Hsin Chen, National Cheng Kung University
   Institute of International Management

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