Customer Satisfaction. Is it a Strong Enough Bond?
Ken Clarke
INTRODUCTION
The issue facing brand owners is how likely customers will remain brand loyal when making a purchase decision. A small proportion of owners actively express dissatisfaction with their cars, while a much larger proportion switch brands upon replacement. It would be more efficient to approach the brand owners question directly through an examination of loyalty. At the macro level a brands equity lies in the nature and strength of the relationship enjoyed with consumers, while at the micro level it moves to consideration of the individual customers or owners....