CS and CL to Boost Marketing Effectiveness in Auto Dealerships
Abstrak
Faced with a sluggish economy, car sales have been disappointing in recent years. Given this situation, it is critical that auto-dealerships shift the focus of their sales and marketing activities from attracting new customers to keeping the customers they already have. To develop advanced TMS, this move can be expected not only to reduce sales costs, but also contribute to healthy profits. To strengthen auto-dealerships, therefore, the author proceeds with researching customer satisfaction (CS) and customer loyalty (CL) as a way of boosting marketing effectiveness by using covariance structure analysis/structural equation modeling (SEM), clarifying the key factors that comprise CL, and help improve the marketing strategy. Then, as the application examples, the author focuses on the development and effectiveness for CS and CL by employing video unites customer behavior and maker's designing intentions (VUCMIN) and total direct mail management model (TDMMM).
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Cek di sumber asli →- Tahun Terbit
- 2024
- Bahasa
- en
- Sumber Database
- CrossRef
- DOI
- 10.4018/978-1-6684-8301-5.ch017
- Akses
- Open Access ✓