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    Measuring and improving customer retention at authorised automobile workshops after free services.

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    Authors
    Kumar, Anil
    Luthra, Sunil cc
    Khandelwal, Dinesh Kumar
    Mehta, Rajneesh
    Chaudhary, Nityanand
    Bhatia, Sukhdev
    Affiliation
    BML Munjal University
    Government Engineering College, Nilokheri, India
    Issue Date
    2017-07-29
    
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    Abstract
    Customer retention is vital for businesses with much research literature now available. But nothing has been investigated regarding measuring and improving customer retention at authorised automobile workshops after free services. Even after providing extensive warranties and other free service benefits, customers don’t use authorised workshops although their vehicles are still under warranty. By not arranging regular maintenance services, customers lose warranty benefits, with product performance and safety related awareness undermined; companies lose huge business potential. Therefore, this study aims to measure and improve customer retention at authorized automobile workshops after free services. To achieve this, a four-phased study has been conducted. In phase one, a combination of a literature review and expert opinions is used to identify customers’ retention factors. The second and third phases describe how data is collected from industry experts and customers. Analytical Hierarchy Process (AHP) and Decision Making Trial & Evaluation Laboratory (DEMATEL) are used to prioritise and examine inter-relationships among factors. In the last phase, the study recommends three business strategies to help a company to improve customer retention and make their Annual Maintenance Contract (AMC) product more customer friendly.
    Citation
    Kumar, A. et al. (2017) ‘Measuring and improving customer retention at authorised automobile workshops after free services’ Journal of Retailing and Consumer Services, 39, pp. 93-102. doi: 10.1016/j.jretconser.2017.07.007
    Publisher
    Elsevier
    Journal
    Journal of Retailing and Consumer Services
    URI
    http://hdl.handle.net/10545/623290
    DOI
    10.1016/j.jretconser.2017.07.007
    Additional Links
    https://linkinghub.elsevier.com/retrieve/pii/S0969698917303193
    Type
    Article
    Language
    en
    ISSN
    0969-6989
    ae974a485f413a2113503eed53cd6c53
    10.1016/j.jretconser.2017.07.007
    Scopus Count
    Collections
    Centre for Supply Chain Improvement

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