Chinese Steel Purchases in Latin America: The Analysis of Motivations and Perceptions from Regional Importers
Chinese Steel Purchases in Latin America: The Analysis of Motivations and Perceptions from Regional Importers

Summary/Abstract: The purpose of this study is to analyze the factors influencing the satisfaction of steel importers in Latin America and the Caribbean when acquiring Chinese steel, specifically evaluating the impact of price, product quality, and effective communication on their purchasing decisions. This is a non-experimental, quantitative, and cross-sectional study with a descriptive, exploratory, correlational, and confirmatory approach. The goal is to explain the satisfaction of importers when choosing Chinese steel over other alternatives. The population consists of companies that are clients of ArcelorMittal International and purchase steel products, with a non-probabilistic and self-determined sample, aiming to gather as many responses as possible. For the instrument validation, Cronbach’s alpha was used, with an acceptable threshold greater than 0.7. The study identified three key factors affecting customer satisfaction. First, satisfaction with customer service and claim resolution, where the efficiency in managing quality issues plays a crucial role. Second, satisfaction with product quality and continuous improvements, emphasizing the need for Chinese suppliers to maintain quality standards that evolve over time. Third, satisfaction with flexibility and efficiency in order management, highlighting the importance of suppliers' ability to quickly adapt to changes in orders and provide timely information. The results show that, although quality issues persist, competitive prices, product availability, and flexibility in orders and payments are key factors for customer satisfaction. Furthermore, continuous improvement in quality is essential to strengthen long-term importer loyalty. The study concludes that, in addition to improving quality, suppliers must maintain competitive prices and flexibility to ensure customer satisfaction and loyalty.

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