doi: 10.18178/joebm.2023.11.3.752
Research on Customer Loyalty Impact Factors and Strategy Optimization Based on Automotive Testing and Certification Industry
Huang Huatong *
,
- China Automotive Technology and Research Center Co., Ltd., China.
Abstract
Based on Kevin Lane Keller’s Customer-Based Brand Equity Model (CBBE Model), this article explores the influencing factors of loyalty and develops a customer loyalty model for the automotive testing and certification industry. Through interviews and expert opinions, this article extracts eight loyalty determinants and 25 estimated performance indexes to adapt the loyalty assessment dimensions of this industry. This article innovatively combines Partial Least Squares-Based Structural Equation Modeling (PLS-SEM) and Importance-Performance Analysis (IPA) to quantify the extent of influence of each determinant on loyalty and to provide guidance for the prioritization of actions. The advantage of combining the two models is identifying the company’s weaknesses and quantifying the effects of improvements. Data were collected through questionnaires, and SmartPLS 4.0 was used to verify the proposed hypothesis. The analysis concludes that the company should improve the quality of certificate reports in the short term and provide more added value for customers in the long term. The model has a substantial application value and enables companies to identify problems, prevent business churn, optimize their overall management system, and improve market competitiveness.
Keywords
- Loyalty
- Partial Least Squares-Based Structural Equation Modeling (PLS-SEM)
- Importance-Performance Analysis (IPA)
How to Cite
Huang Huatong and Li Yingyi, "Research on Customer Loyalty Impact Factors and Strategy Optimization Based on Automotive Testing and Certification Industry," Journal of Economics, Business and Management, vol. 11, no. 3, pp. 146-150, 2023. https://doi.org/10.18178/joebm.2023.11.3.752
Copyright & License
Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).