A comparative study of customer loyalty to brand of the local and foreign car companies

Abstract

The aim of this comparative paper is to study the customer's loyalty to brand name of local and foreign car companies. For this purpose, 389 individuals (201 individuals from the customers of local car companies and 188 individuals from the customers of foreign car companies) of the customers of local and foreign car companies of the city of Rasht were selected with the use of simple random sampling method and they completed the self-made questionnaire. The obtained data were analyzed with the use of independent t- test. The results of the research indicate that there is a significant difference between the cognitive and emotional element of the dimensions of management of customer relationship, customer loyalty, management of time, advertisement of brand, rate of invested resources and cooperation of top management in the field of the brand of the local and foreign car companies. The mean of these elements among the customers of foreign car companies are more than those of the local companies.