The effectiveness of customer satisfaction measurements: A Ford of Mexico case study
Leopold Zuñiga HernandezFord de México, Mexico
Angela MomneyGlobal Division, The RDA Group, Inc., United States
Jorge CherbosqueUCLA (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...