Factors That Influence the Brand Loyalty and Dealer Loyalty of the Automotive Industry: the Case of Mexican Consumers in the Central Region of Mexico.
In this study we investigate which factors determine the automobile brand and dealer loyalty of Mexican consumers, and to what extent. We collected data on brand loyalty and dealer loyalty among customers who bought their vehicle two years or more ago to permit evaluation of loyalty behavior. Our findings show that the core factor that appears to determine the loyalty of the Mexican consumer in the automotive industry is the satisfaction with the technical-functional quality of the automobile. Within this factor, satisfaction with the vehicle’s safety (in event of an accident), the vehicle’s maneuverability and vehicle comfort are the highest-ranked variables. In second place appears the satisfaction with the global cost of the vehicle and with the dealer after sales service. This study further reveals that it does not exist an authentic/real brand or dealer loyalty among Mexican car purchasers. This means that in spite of a customer’s current preference for the brand studied, the customer has tried and has bought different brands in the past, or simply has been sensitive to the competitors’ marketing actions or strategies.
Lorena de la Paz Carrete Lucero, Sara Isabel Garcia Lopez Legorreta, and Tonantzin Gonzalez Cervantes (2008) ,"Factors That Influence the Brand Loyalty and Dealer Loyalty of the Automotive Industry: the Case of Mexican Consumers in the Central Region of Mexico.", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 235-237.
Lorena de la Paz Carrete Lucero, Profesora Asociada del Departamento de Mercadotecnia y Negocios Internacionales, Tec de Monterrey Campus Toluca
Sara Isabel Garcia Lopez Legorreta, Profesora Asociada del Departamento de Mercadotecnia y Negocios Internacionales, Tec de Monterrey Campus Toluca
Tonantzin Gonzalez Cervantes, Profesora del Departamento de Contabilidad y Finanzas, Tec de Monterrey Campus Toluca
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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