If you ever have a chance to be in Japan, go to the Shibuya Station. Once there you will see the bronze statue of Hachiko, an Akita, that is the epitome of owner loyalty. If you know the story, the owner met the dog at the end of each day at the station and even after the owner died, the dog came back to the Shibuya station every day for nine years waiting for his master’s return. That’s loyalty.
The interesting thing is, we often expect loyalty from the customers who buy our cars, but what exactly is “good” or “bad” loyalty? Is that number going up or down? Car dealers obviously want customers to return to the dealership and buy again, but are they moving the needle when it comes to dealership loyalty?
I did some analysis for you to answer these questions, and they’re important ones with direct implications for dealership profitability.
About the Author
Chris Travell
Chris Travell is the Vice President, Strategic Consulting, for Maritz Research, Automotive Group.
Travell is responsible for working with Maritz’ Insight Teams to further the understanding and application of the firm’s automotive research findings in various key markets around the world.
His MBA is from McMaster University, specializing in Marketing and International Business. Travell then received a graduate scholarship to attend the renowned Institute for International Studies and Training in Tokyo, Japan.
Attempting to combine his Japanese experience with his lifelong interest in the automotive industry, Travell started out his career working for Mazda Canada and Toyota Canada in various capacities. Travell joined Maritz in 1996 where he was responsible for consulting with automotive manufacturers in areas of strategic and tactical information application.
Travell has appeared on CBC, CTV, and Global Television, CBC Newsworld, TVO and is often quoted in the Globe and Mail, the Toronto Star, Macleans, the National Post and various other publications in regard to issues related to the Canadian automotive industry.
About Maritz Research
As one of the world’s largest marketing research firms, Maritz Research helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, MRA, and is the official sponsor of the American Marketing Association. For more information, visit www.MaritzResearch.com or contact us at 1-877-4MARITZ.