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...