Customer retention in the automotive industry: A mixed method

CARATAO, EDWARD DARREL R (2025) Customer retention in the automotive industry: A mixed method. World Journal of Advanced Research and Reviews, 27 (1). pp. 1446-1473. ISSN 2581-9615

This study explored customer retention strategies in the automotive industry which focused on the experiences of line managers and customers at Toyota Cebu City, Inc. through utilizing mixed method research design. Findings revealed that while customers are generally satisfied with the overall experience, customer care, and technical expertise, notable gaps remain in timeliness, communication, and technical expertise with empathy, value perception, and staff friendliness also identified as areas needing further improvement. The results also highlighted the strong influence of customer relationships on satisfaction, with loyalty programs and online convenience being less decisive for retention. Key challenges identified include resource and staffing constraints, adapting to digital transformation, and managing supply chain disruptions. Effective coping mechanisms such as proactive and personalized communication, leveraging digital tools, and providing value-added services were found to enhance customer retention. The study indicated that continuous investment in employee engagement, digital technologies, and personalized services is critical for maintaining loyalty and satisfaction in a competitive market. To address changing customer expectations and industry challenges, automotive organizations should prioritize relationship building, regularly review and enhance loyalty programs, and support workforce and digital transformation initiatives.