USA: Number of Automotive Recalls Impacts Owner Loyalty; Mercedes-Benz and Toyota Motor Sales Have Fewest Recalls
The Polk Company revealed today a study showing that it takes more than one recall to undermine the loyalty of customers for their favorite vehicle brands. In fact, loyalty stands firm until a customer experiences three or more recalls, and then customer loyalty quickly erodes. Polk found that in light of the recent rash of recalls in the automotive industry, it is vitally important for a manufacturer to keep the number of recalls per customer at a low level to avoid future loss of its customer base. When a customer experiences three or more recalls, special consideration should be given to boost loyalty.
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