A study of customer commitment through the use of the conversion model in the South African motor vehicle industry
South African Journal of Economic and Management Sciences
| Field | Value | |
| Title | A study of customer commitment through the use of the conversion model in the South African motor vehicle industry | |
| Creator | Terblanche, Nic | |
| Description | Consumer markets have become increasingly competitive. Numerous measures to gauge and predict loyalty and commitment have been developed to assist management in this respect. The marketing literature contains many examples illustrating that longer relationships achieve customer retention, and have been rewarded with a considerable increase in customer net present value. Customer retention is undoubtedly a major contributor to profitability in the long term. Research shows that the most successful measures for achieving customer retention are customer delight, customer satisfaction and customer commitment. This study makes a closer exploration of customer commitment, as measured by the Conversion Model, in the South African motor vehicle industry. The findings highlight the commitment segments of the most popular motor vehicle brands in South Africa, as well the typical marketing strategies for managing the different commitment segments. | |
| Publisher | AOSIS Publishing | |
| Date | 2012-05-07 | |
| Identifier | 10.4102/sajems.v11i1.378 | |
| Source | South African Journal of Economic and Management Sciences; Vol 11, No 1 (2008); 69-84 2222-3436 1015-8812 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajems.org/index.php/sajems/article/view/378/159
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