Document Type

Article

Publication Date

Fall 2024

Research Program

Library Research Award

First Advisor

Dr. Nuradeen Nuhu

Abstract

The automobile industry is marked by intense competition and relatively stable demand, making customer retention highly essential for business survival in the sector. This research explores the factors and contextual conditions influencing customer loyalty among Ford vehicle owners in Virginia. By exploring these factors and their impact on loyalty decisions, the study aimed to provide insights into the drivers of customer loyalty and propose a model that auto manufacturers can adopt to attract and retain loyal customers more effectively. A mixed methods approach combining qualitative interviews, a focus group, and a survey of 105 participants was employed to analyze loyalty in customers of Ford Motor Company. Overall, this research finds that perceived quality, value, corporate image, and switching costs are critical factors in establishing and maintaining the loyalty of Ford vehicle owners in Virginia. However, of the four factors identified, perceived switching costs when considering competing brands may have the least influence on a customer’s decision to remain loyal compared to the other three factors tested. Based on these insights, the study has advanced the understanding of drivers of customer loyalty, providing managerial, empirical, and theoretical contributions that will move this field of inquiry forward.

Comments

Library Research Award 2024, Second Place

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