出版社：University of Craiova, Faculty of Economics and Business Administration
摘要：In this paper we made an analysis of the loyalty in the auto market. We selected a sample from the residents of Craiova and asked them about their intentions concerning satisfaction, repurchase and recommendation regarding their cars. We used as auto market as the base of our study, since the car industry is very attractive to customers. We documented some correlation among the three dimensions of the loyalty. At the applicative level we found out that the loyalty toward the German cars is much higher than the loyalty for the cars from other countries. Further studies are needed to investigate the complex dimensions of the loyalty in-depth.
关键词：customers’ loyalty; dimension of loyalty; auto industry
