Research On Customer Loyalty To Automotive Dealer

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer has become the automotive dealer's important strategy to win the market. Therefore, how to establish and retain customer loyalty has become a focus in academia and practitioner. On this background and on the basis of previous papers, the author chose automotive dealer as the research subject, explored the relationship between customer satisfaction, customer value, relationship trust, switching cost and customer loyalty, expected find out the formative mechanism of customer loyalty, and gave some revelation to the academia and practitioner.The vehicle hosts had been investigated through paper questionnaire and internet, 138 valid questionnaires had been collected. The author utilized SPSS software to analyze the resulting date and found the conclusions as follows:(1) The customer satisfaction variable of automotive dealers is formed by three elements as service quality, employee quality, and customer solicitude. At present, the magnitude of these three elements is depressed one by one.(2) The customer value variable of automotive dealers is formed by four elements as function value, emotion value, economy value, and society value. At present, the magnitude of these four elements is depressed one by one.(3) The relationship trust variable of automotive dealers is formed by four elements as reliability, long-term nature, enterprise's reputation and interpersonal relationship. At present, the relationship trust is been divide into three arrangements: firstly is reliability, secondly is long-term nature and enterprise's reputation, third is interpersonal relationship.(4) The switching cost variable of automotive dealers is formed by five elements as venture cost, opportunity cost, searching and evaluation cost before switching, sinking cost, and cognition and organization cost after switching. At present, the switching cost is been divide into three arrangements: firstly is venture cost, secondly is opportunity cost, and searching and evaluation cost before switching, thirdly is sinking cost, and cognition and organization cost after switching.(5) Customers satisfaction, customer value, relationship trust and switching cost have significantly positive impact on customer behavior loyalty.(6) Customer satisfaction, customer value and relationship trust have significantly positive impact on customer attitudinal loyalty.(7) Switching cost has negative impact on customer satisfaction and customer attitudinal loyalty, but the impact is not significantly.