Abstract

This study is an effort to shed light on the relationship between dealership loyalty and brand loyalty. The research questions posed in this study: What effect do dealership loyalty and brand loyalty have on consumer’s intention to switch brands? Are consumers more loyal to the dealer or to the actual brand they purchase at the dealership? An automotive dealership group located in the Midwestern US allowed the researchers to survey its customers. Findings of this study demonstrated the higher the brand loyalty of the consumer, the lower the likelihood to switch brands. The higher the dealership loyalty of the consumer the higher the likelihood to switch brands. Brand loyalty appears to be more important than dealer loyalty. Brand loyalty and dealer loyalty are complementary at lower levels of likelihood to switch brands and are less complementary at medium to high levels of likelihood to switch brands.

摘要

本研究旨在阐明经销商忠诚度与品牌忠诚度之间的关系。本研究提出的研究问题：经销商忠诚度和品牌忠诚度对消费者更换品牌的意愿有何影响？消费者更忠于经销商还是忠于他们在经销商处购买的实际品牌？位于美国中西部的一家汽车经销商集团允许研究人员对其客户进行调查。这项研究的结果表明，消费者的品牌忠诚度越高，更换品牌的可能性就越低。消费者对经销商的忠诚度越高，更换品牌的可能性就越大。品牌忠诚度似乎比经销商忠诚度更重要。