1. bookVolume 29 (2021): Issue 3 (September 2021)
Journal Details
First Published
30 Mar 2015
Publication timeframe
4 times per year
access type Open Access

Measuring Customer Retention in the European Automotive Sector

Published Online: 28 Oct 2021
Volume & Issue: Volume 29 (2021) - Issue 3 (September 2021)
Page range: 63 - 85
Received: 25 May 2020
Accepted: 04 May 2021
Journal Details
First Published
30 Mar 2015
Publication timeframe
4 times per year

Purpose: The main purpose of the work is to present the results of the customer retention level in the automotive sector based on the proposed measurement indicators: “serviced and sold” (SESO) and “sold and serviced” (SOSE).

Design/methodology/approach: The study investigates the dealership of passenger cars belonging to one of the European automotive concerns. The following research methods were used in the article: systematic literature review, participant observation, and data mining.

Findings: As a result of the implementation of empirical proceedings, we proposed a theoretical model in terms of data flow in sales and aftersales service processes, thus enabling the design of SOSE and SESO retention indicators and their empirical verification in the examined organization.

Research limitations/implications: The presented indicators can be widely used in the analysis of retention of aftersales service clients. However, the presented research results cannot be applied to other organizations that provide similar results due to the non-probabilistically selected company.

Practical implications: The proposed indicators can be used by other organizations in different industries in assessing the level of retention in manufacturer-user and seller-user relations.

Originality/value: The study provides tools that allow for retention analysis from both the customer and product viewpoint. The concept has a universal value for enterprises that conduct sales and aftersales services under one structure.


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