益普索（Ipsos）：2020年汽车质量提升报告-量化汽车购买中质量与顾客忠诚度之间的联系（英文版）（12页）.pdf

1、IPSOS VIEWS DRIVING QUALITY Quantifying the link between quality and loyalty in automotive purchase By Julia Hedrick, Thiago Ramos and Bharath Vijayendra | October 2020 Most people intuitively recognise the value of an automotive manufacturer delivering great quality vehicles. Brands that deliver ex

2、ceptional quality and reliability are the ones that customers are loyal to and recommend to their friends and family. However, no matter what their stated beliefs or commitments, company leadership and shareholders will at some point demand evidence of the bottom-line impact of vehicle quality satis

3、faction. They will require evidence that the investments made in quality improvement initiatives actually contribute to growth in revenues, profitability, and other financial and market performance indicators. Some companies have struggled to successfully demonstrate the linkage between product qual

4、ity and loyalty, and studies that have attempted to evaluate this relationship have found the linkage hard to quantify. This has resulted in companies believing that focusing on quality is just “the right thing to do” instead of something that is based on strong empirical proof. For this reason, Ips

5、os has taken up the challenge of quantifying the relationship between quality and loyalty retention and how this contributes to long-term revenue and profitability. To support this analytical exercise, Ipsos integrated quality tracking data and customer loyalty across several manufacturers. The stud

6、y focuses on the US and Brazil but the findings are also certainly relevant and applicable to other markets. This paper confirms that the greater the level of vehicle quality satisfaction reported by the customer, the more likely the customer is to recommend the brand. QUALITY LOYALTY FRAMEWORK The