Understanding Customer Loyalty in the Automobile Industry: The Case of Ford Motors in the State of Virginia

This research utilizes a mixed methods approach to better understand customer loyalty and the factors that impact a customer’s decision to remain loyal to a brand. More specifically, this research focuses on the combined impact that specific factors have on Ford Motor Company’s ability to foster and maintain loyal customers. This research focuses solely on the impact these factors have on Virginia Ford owners. To better understand this question, both quantitative and qualitative data was collected from Virginia Ford owners. The outcome of this research suggests that a combination of perceived value, quality, corporate image, and switching costs when considering competing brands play a vital role in Ford’s ability to establish and maintain loyal customers.