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The BMW Customer Report — Dealer Satisfaction as a Strategic Success Factor for High Brand Loyalty

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Customer Retention in the Automotive Industry

Abstract

Nine years after implementation the BMW Customer Report has established itself as an instrument that meets with high acceptance throughout the entire BMW sales organization and one that has exerted a recordable positive effect on customer loyalty to the BMW brand and its dealers. The article gives an overview about the structure of this well developed and comprehensive instrument for customer satisfaction management. Furthermore we show, how the results of the data analysis are presented to the dealers.

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References

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Authors
  1. Torsten Müller-Ötvös
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  2. Henning Diederichs
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Editor information

Editors and Affiliations

  1. National Quality Research Center, University of Michigan Business School, USA

    Michael D. Johnson (Professor of Marketing, Member of the Advisory Board) (Professor of Marketing, Member of the Advisory Board)

  2. CTcon, Management Consulting, Vallendar, Germany

    Michael D. Johnson (Professor of Marketing, Member of the Advisory Board) (Professor of Marketing, Member of the Advisory Board)

  3. University of Mainz, Germany

    Andreas Herrmann (Professor of Management, Member of the Advisory Board) (Professor of Management, Member of the Advisory Board)

  4. CTcon, Management Consulting, Vallendar, Germany

    Andreas Herrmann (Professor of Management, Member of the Advisory Board) (Professor of Management, Member of the Advisory Board)

  5. University of Mannheim, Germany

    Frank Huber Ph.D. (Student in Marketing at the chair of Professor Hans H. Bauer) (Student in Marketing at the chair of Professor Hans H. Bauer)

  6. Quality Technology and Management, University of Linköping, Sweden

    Anders Gustafsson (Associate Professor) (Associate Professor)

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© 1997 Betriebswirtschaftlicher Verlag Dr. Th. Gabler GmbH, Wiesbaden

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Müller-Ötvös, T., Diederichs, H. (1997). The BMW Customer Report — Dealer Satisfaction as a Strategic Success Factor for High Brand Loyalty. In: Johnson, M.D., Herrmann, A., Huber, F., Gustafsson, A. (eds) Customer Retention in the Automotive Industry. Gabler Verlag. https://doi.org/10.1007/978-3-322-84509-2_11

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  • DOI: https://doi.org/10.1007/978-3-322-84509-2_11

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-322-84511-5

  • Online ISBN: 978-3-322-84509-2

  • eBook Packages: Springer Book Archive

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