Document Type

Honors Project

First Advisor

Nuradeen Nuhu

Degree Award Date

Fall 2024

Keywords

Marketing, Customer Loyalty, Automobile Industry, Ford Motor Company, Perceived Corporate Image, Perceived Quality, Perceived Value, Perceived Switching Costs, Consumer Behavior, Customer Retention

Disciplines

Business | Marketing

Abstract

This research utilizes a mixed methods approach to better understand customer loyalty and the factors that impact a customer’s decision to remain loyal to a brand. More specifically, this research focuses on the combined impact that specific factors have on Ford Motor Company’s ability to foster and maintain loyal customers. This research focuses solely on the impact these factors have on Virginia Ford owners. To better understand this question, both quantitative and qualitative data was collected from Virginia Ford owners. The outcome of this research suggests that a combination of perceived value, quality, corporate image, and switching costs when considering competing brands play a vital role in Ford’s ability to establish and maintain loyal customers.

Recommended Citation

Nichols, Jared. “Understanding Customer Loyalty in the Automobile Industry: The Case of Ford Motors in the State of Virigina.” Senior Honors Projects, Bridgewater College, 2024.

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