"Evaluating the Strategic Impact of Brand Loyalty on Consumer Retention and Market Positioning in the Global Automobile Industry"
Dr. H H Ramesha1, Mr. Naveen Kumar B2, Ms. Aruna.M3
1Associate Professor & Research Supervisor, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India, drhhramesh@gmail.com, drhhramesh@vtu.ac.in
https://orcid.org/0000-0002-6515-6116
2Research Scholar, Department of Management Studies, Visvesvaraya Technological University-Belagavi, Centre for Post-Graduation Studies, Muddenahalli, Chikkaballapur, India, naveenkumar.b.mba@gmail.com , https://orcid.org/0009-0007-3507-9635
3Student,Department of Management Studies (MBA), Centre for Post Graduate Studies, Muddenahalli, Chikkaballapur, Visvesvaraya Technological University, Belagavi, Karnataka State, India. arunam2003aruna9916@gmail.com
Abstract
This study critically explores the effectiveness of brand loyalty in the global automobile sector, with a specific focus on leading car manufacturers such as Toyota, BMW, Hyundai, and Tesla. Through a comprehensive analysis of variables including brand loyalty scores, customer retention rates, market share, and after-sales service satisfaction, the research investigates how these factors influence customer behavior and long-term brand commitment. Utilizing secondary data, the study presents comparative insights that highlight the strategic positioning of car brands in maintaining consumer trust and enhancing repurchase intent. Key findings reveal that higher brand loyalty is closely aligned with superior after-sales service and consistent customer satisfaction. The study offers practical implications for automotive marketers, brand strategists, and decision-makers in refining loyalty programs and enhancing customer engagement. It concludes with a call for further research into evolving loyalty dynamics amid technological innovation and shifting consumer expectations.
Keywords: Brand Loyalty, Customer Retention, Automobile Industry, Market Share, After-Sales Service
