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, Yau explores the concepts behind and the methods used for modelling consumer satisfaction. Yau goes on to discuss the problems of generalization showing that cultural issues must be considered whenever researching consumer behaviour. Applying new techniques for data analysis to a particular culture, the book looks at whether the Chinese are satisfied. Why do they complain less? What power do they hold and do they use it? Yau 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, Yau shows how market behaviour in general can be affected by consumer satisfaction, and provides an insight into the Chines value systems.