Automobile manufacturers, marketing channels and consumer loyalty
García, Sara; Carrete, Lorena; Arroyo, Pilar
Facultad de Contaduría y Administración, UNAM, publicado en Contaduría y Administración, y cosechado de Revistas UNAM
dor_id: 4121432
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650.#.4.x: Ciencias Sociales y Económicas
336.#.#.b: article
336.#.#.3: Artículo de Investigación
336.#.#.a: Artículo
351.#.#.6: http://www.cya.unam.mx/index.php/cya/index
351.#.#.b: Contaduría y Administración
351.#.#.a: Artículos
harvesting_group: RevistasUNAM
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270.#.#.d: MX
270.1.#.d: México
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590.#.#.a: Coordinación de Difusión Cultural
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850.#.#.a: Universidad Nacional Autónoma de México
856.4.0.u: http://www.cya.unam.mx/index.php/cya/article/view/2411/1460
100.1.#.a: García, Sara; Carrete, Lorena; Arroyo, Pilar
524.#.#.a: García, Sara, et al. (2020). Automobile manufacturers, marketing channels and consumer loyalty. Contaduría y Administración; Vol. 65, Núm. 3. Recuperado de https://repositorio.unam.mx/contenidos/4121432
245.1.0.a: Automobile manufacturers, marketing channels and consumer loyalty
502.#.#.c: Universidad Nacional Autónoma de México
561.1.#.a: Facultad de Contaduría y Administración, UNAM
264.#.0.c: 2020
264.#.1.c: 2019-08-01
653.#.#.a: Mercadotecnia; marketing channel; after-sales service; satisfaction; loyalty; mercadotecnia; marketing channel; after-sales service; satisfaction; loyalty
506.1.#.a: La titularidad de los derechos patrimoniales de esta obra pertenece a las instituciones editoras. Su uso se rige por una licencia Creative Commons BY 4.0 Internacional, https://creativecommons.org/licenses/by/4.0/legalcode.es, fecha de asignación de la licencia 2019-08-01, para un uso diferente consultar al responsable jurídico del repositorio por medio del correo electrónico revista_cya@fca.unam.mx
884.#.#.k: http://www.cya.unam.mx/index.php/cya/article/view/2411
001.#.#.#: oai:cya.www.revistas-conacyt.unam.mx:article/2411
041.#.7.h: eng
520.3.#.a: The aim of this paper is to demonstrate the importance of cooperation between manufacturers of durable goods, specifically cars, and their marketing channels to accomplish strategic goals such as customer retention. A survey was administered to 644 owners of sub-compact cars manufactured by the three lead automakers in Mexico—Nissan, GM and Volkswagen. Based on this data, multi-scales measuring key concepts were validated and a regression analysis applied to test the research hypotheses. Results indicate satisfaction with the car brand and satisfaction with the after-sales services equally contribute to customer loyalty. Meanwhile brand and dealer image directly and indirectly affect loyalty through the mediation of satisfaction. This study adds to the extant literature that recognises the importance of pursuing a joint strategy between manufacturers and retailers to enhance the loyalty of consumers of durable goods. Car manufacturers have an opportunity to increase customer satisfaction and loyalty and consequently their own profitability by being aware of the importance after-sale service has in the intentions of repurchasing the same auto brand. The aim of this paper is to demonstrate the importance of cooperation between manufacturers of durable goods, specifically cars, and their marketing channels to accomplish strategic goals such as customer retention. A survey was administered to 644 owners of sub-compact cars manufactured by the three lead automakers in Mexico—Nissan, GM and Volkswagen. Based on this data, multi-scales measuring key concepts were validated and a regression analysis applied to test the research hypotheses. Results indicate satisfaction with the car brand and satisfaction with the after-sales services equally contribute to customer loyalty. Meanwhile brand and dealer image directly and indirectly affect loyalty through the mediation of satisfaction. This study adds to the extant literature that recognises the importance of pursuing a joint strategy between manufacturers and retailers to enhance the loyalty of consumers of durable goods. Car manufacturers have an opportunity to increase customer satisfaction and loyalty and consequently their own profitability by being aware of the importance after-sale service has in the intentions of repurchasing the same auto brand.
773.1.#.t: Contaduría y Administración; Vol. 65, Núm. 3 (2020)
773.1.#.o: http://www.cya.unam.mx/index.php/cya/index
046.#.#.j: 2021-10-20 00:00:00.000000
022.#.#.a: ISSN electrónico: 2448-8410; ISSN impreso: 0186-1042
310.#.#.a: Trimestral
264.#.1.b: Facultad de Contaduría y Administración, UNAM
758.#.#.1: http://www.cya.unam.mx/index.php/cya/index
doi: https://doi.org/10.22201/fca.24488410e.2020.2411
handle: 00b30a64d7dfa2f5
harvesting_date: 2021-06-14 11:43:00.0
245.1.0.b: Automobile manufacturers, marketing channels and consumer loyalty
last_modified: 2023-03-22 16:00:00
license_url: https://creativecommons.org/licenses/by/4.0/legalcode.es
license_type: by
García, Sara; Carrete, Lorena; Arroyo, Pilar
Facultad de Contaduría y Administración, UNAM, publicado en Contaduría y Administración, y cosechado de Revistas UNAM
García, Sara, et al. (2020). Automobile manufacturers, marketing channels and consumer loyalty. Contaduría y Administración; Vol. 65, Núm. 3. Recuperado de https://repositorio.unam.mx/contenidos/4121432