Factors that influence customer loyalty on car repurchases in Metro Manila

• Main Author: Florentino, Chezsana Marie P.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Automobile industry and trade > Philippines > Metro Manila; Automobiles > Marketing; Customer loyalty; Consumer satisfaction; Customer relations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5751
• Institution: De La Salle University

This research is titled Factors that influence Customer Loyalty on Car Repurchases in Metro Manila. This research aimed to explore the role of TRA and other antecedents that determine customer loyalty in the context of the automobile market, which has on the surface exhibited strong patronage for the dominant brand. The research variables used include attitude towards behavior, subjective norm, experiential satisfaction and customer loyalty. The data collection was conducted using literature review and structured survey method. The sample constituted of 108 car owners residing in Metro Manila and has plan to repurchase in the next one or two years. The conclusions drawn from the findings indicate that all three independent variables had a significant influence on customer loyalty. The implication is that automobile companies need to improve customer loyalty on car purchases by enhancing attitude towards the behavior, subjective norm and experiential satisfaction towards customers.