BUILDING A LONG TERM RELATIONSHIP IN THE AFTER-SALES CAR MARKET IN ISRAEL
BUILDING A LONG TERM RELATIONSHIP IN THE AFTER-SALES CAR MARKET IN ISRAEL

Summary/Abstract: The positive effects of customer satisfaction on repurchase intentions and attitudinal loyalty has been shown in numerous studies. When it comes to purchasing of services such as car repair customer satisfaction alone might not explain some of the variation on loyalty motivators to a specific service supplier. In this article we had examined in two different car service networks, the correlation between three variables: (1) customer satisfaction, (2) intention to revisit again the same car workshop and (3) the willingness to recommend the service workshop to a colleague. The finding reveals that workshops that create positive switching barriers have advantage in word of mouth recommendations, while workshops with negative switching barriers have higher intention of their customers to revisit, although they have lower customer satisfaction scores. However, those workshops are affected badly when it comes to word of mouth recommendations. Service firms which seek to develop long term relationship with their customers, should develop service delivery systems which are based on positive switching barriers, which effect positively on customer satisfaction, repurchase intentions, attitudinal loyalty and willingness to recommend to others.

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