Measuring Customer Retention in the European Automotive Sector

Abstract

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).

Keywords

• customer retention
• customer satisfaction
• relationship marketing
• aftersales service
• automotive
• m10
• m30
• m11
• m31