Factors of loyalty across corporate brand images, products, dealers, sales staff, and after-sales services in the automotive industry

摘要

Even if the project leader can set the priority within the range of the department, it is difficult for the management to set it from a company-wide perspective. One reason is that there is a lack of bird’s-eye view evaluation. Therefore, this study quantitatively evaluated the loyalty factors for the Japanese automobile industry, covering the corporate brand image, products, dealers, sales staff, and after-sales services. As a result, the most effective factor is the product, and the emotional value represented by design and usability is more important than the functional value. For sales staff, familiarity was more effective than specialty.