Customer Relationship Management, Brand Positioning, and After-Sales Service of Selected Philippine Automotive Dealership Sector: Inputs to Consumer Loyalty Programs

Abstract

The study aimed to assess the Customer Relationship Management, Brand Positioning, and After-Sales Service of selected Philippine automotive dealerships as a basis for developing Inputs to a Consumer Loyalty Program. Specifically, it examined how managers, sales employees, and clients evaluated these areas in terms of customer relationship management dimensions—personalization of services, customer data analytics, communication channels, loyalty programs, complaint handling systems, and financing support; brand positioning factors—brand image and identity, pricing strategies, market segmentation, advertising and promotion, product differentiation, and corporate reputation; and after-sales service components—warranty and guarantees, service center availability, spare parts management, technical support quality, customer feedback systems, and service delivery speed. The study also determined significant differences among the three respondent groups, identified the significant relationships among the three variables, analyzed the facilitating and hindering factors encountered, and evaluated the suitability, acceptability, and feasibility of the proposed Inputs to Consumer Loyalty Programs.