TAILIEUCHUNG - ThE EffECTIvENESS Of CUSTOMER SATISfACTION MEASUREMENTS

As one of the most highly competitive manufacturers in the automotive industry, Ford has long understood the importance of measuring customer satisfaction. customer satisfaction with purchase, product, and service experience is ultimately critical to any industry. it is especially important to the automotive industry, a service-based business to customers. | LATIN AMERICA 2005 ESOMAR WORLD RESEARCH PAPER THE EFFECTIVENESS OF CUSTOMER SATISFACTION MEASUREMENTS A FORD OF MEXICO CASE STUDY Leopold Zuniga Hernandez Angela Momney Jorge Cherbosque FORD OF MEXICO DEALER NETWORK CULTURE AND CUSTOMER SATISFACTION As one of the most highly competitive manufacturers in the automotive industry Ford has long understood the importance of measuring customer satisfaction. Customer satisfaction with purchase product and service experience is ultimately critical to any industry. It is especially important to the automotive industry a service-based business to customers. High satisfaction directly translates into increased customer loyalty. The customers loyalty then in turn helps dictate the financial state of Ford at both a dealership level and company level. Furthermore loyalty leads to the most important aspect of any industry return of investment ROI . Satisfaction research reinforces the premise that repeat customers showed higher satisfaction and dealership recommendation ratings compared to non-repeat customers. This supports the continuous cycle of customer satisfaction and loyalty. Customer satisfaction is imperative to Ford s growth. However together with maintaining high satisfaction Ford of Mexico has also understood the importance of creating a community in which each dealership feels a place in Ford s culture. There is a sense of partnership for each dealership. In this partnership they can identify challenges and opportunities. Empowerment to become active participants is continuously encouraged to all dealerships. THE EVOLUTION OF FORD OF MEXICO S CUSTOMER SATISFACTION PROGRAM 1. The Background Ford s Path to Customer Satisfaction Measurement Ford Motor Company has a vast dealer network in Mexico which includes over 140 dealerships nationwide. Each dealership handles vehicle sales leases and service. Ford Motor Company has been measuring and tracking customer satisfaction since the early 1990s. The evolution of Ford s .

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