Achieving Brand and Dealer Loyalty: the case of the Automotive Industry
Journal
International Review of Retail, Distribution and Consumer Research
ISSN
0959-3969
ISSN-Digital
1466-4402
Type
journal article
Date Issued
2001-04-01
Author(s)
Abstract
The analysis shows that customer satisfaction can be considered the central determinant in all phases of the contact chain. Multi-dimensional recording of customer loyalty reveals clear differences in the interactions, first, with brand loyalty and, second, with dealer loyalty. In contrast to the opinion widely held in practice, customers in the automotive sector definitely do not perceive the brand and the dealer as one unit. Since similar studies in different countries come to almost the same conclusions, it can be argued that the results are valid in several cultural settings. The results obtained are so fundamental that they can be translated into implications even by internationally operating companies.
Language
English
Keywords
Customer Satisfaction
Brand Loyalty
Dealer Loyalty
Causal Analysis
Automotive Industry
HSG Classification
not classified
Refereed
No
Publisher
Routledge
Publisher place
London
Volume
11
Number
2
Start page
97
End page
122
Pages
26
Subject(s)
Division(s)
Eprints ID
2898