CS and CL for Boosting Marketing Effectiveness to Strengthen Japanese Auto-Dealerships

Abstract

Faced with a sluggish economy, car sales have been disappointing in recent years. Given this situation, it is critical that auto-dealerships shift the focus of their sales and marketing activities from attracting new customers to keeping the customers they already have. This move can be expected not only to reduce sales costs, but also contribute to healthy profits. Therefore, the author proceeds with researching Customer Satisfaction (CS) and Customer Loyalty (CL) as a way of boosting marketing effectiveness, clarifying the key factors that comprise customer loyalty and help improve the marketing strategy. Then, as an application example, the author focuses on the development and effectiveness for CS and CL describing Video Unites Customer Behavior and Maker's Designing Intentions (VUCKMIN) and Total Direct Mail Management Model (TDMM).