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| Author: | Huber, F. Herrmann, A. |
| Title: | Achieving brand and dealer loyalty: the case of the automotive industry |
| Journal: | International Review of Retail, Distribution and Consumer Research
2001 : APR, VOL 11:2, p. 97-122 |
| Index terms: | BRAND LOYALTY CAR INDUSTRY CONSUMER SATISFACTION |
| Freeterms: | DEALER LOYALTY |
| Language: | eng |
| 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. |
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