Are committed dealers more profitable to an OEM?

Rao R Tanniru and Joel Lieberman

Many automotive manufacturers conduct satisfaction surveys of their dealerships, either directly or through syndicated studies.

Are Committed Dealers More Profitable to an OEM?

Joel LiebermanGeneral Motors Corporation, United States

Tanniru R. RaoMarket Probe, Inc., United States

INTRODUCTION

The industry's literature is replete with papers and books on all aspects of customer satisfaction research, from survey methodology to analysis. A fine treatment of the history of satisfaction research can be found in Allen and Rao (2000). An excellent guide to linking consumer and employee satisfaction to the bottom line can be found in Allen and Wilburn (2002). However, the authors are unaware of studies which relate customer satisfaction to revenue and profitability in business-to-business...

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