The effectiveness of customer satisfaction measurements: A Ford of Mexico case study

Leopold Zuñiga Hernandez
Ford de México, Mexico

Angela Momney
Global Division, The RDA Group, Inc., United States

Jorge Cherbosque
UCLA (University of California, Los Angeles), United States

FORD OF MEXICO DEALER NETWORK CULTURE AND CUSTOMER SATISFACTION

As one of the most highly competitive manufacturers in the automotive industry, Ford has long understood the importance of measuring customer satisfaction. Customer satisfaction with purchase, product, and service experience is ultimately critical to any industry. It is especially important to the automotive industry, a service-based business to customers.

High satisfaction directly translates into increased customer loyalty. The customers' loyalty then in turn helps dictate the financial state of Ford at both a dealership level and company level. Furthermore, loyalty leads to the most important aspect of any industry, return of investment (ROI). Satisfaction research reinforces the premise that repeat customers showed higher satisfaction and dealership recommendation ratings compared to non-repeat customers. This supports the continuous cycle of customer satisfaction and loyalty.