Customer retention in the automotive industry: A mixed method

 Co esponding au ho : EDWARD DARREL R. CARATAO
Copy igh © 2025 Au ho (s) e ain he copy igh o his a icle. This a icle is published unde he e ms o he C ea i e Commons A ibu ion License 4.0.
Cus ome e en ion in he au omo i e indus y: A mixed me hod
EDWARD DARREL R. CARATAO *
G adua e School o he College o Business Adminis a ion, Uni e si y o he Visayas-Main, Colon S ee , Cebu Ci y,
Philippines
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Publica ion his o y: Recei ed on 03 June 2025; e ised on 08 July 2025; accep ed on 11 July 2025
A icle DOI: h ps://doi.o g/10.30574/wja .2025.27.1.2624
Abs ac
This s udy explo ed cus ome e en ion s a egies in he au omo i e indus y which ocused on he expe iences o line
manage s and cus ome s a Toyo a Cebu Ci y, Inc. h ough u ilizing mixed me hod esea ch design. Findings e ealed
ha while cus ome s a e gene ally sa is ied wi h he o e all expe ience, cus ome ca e, and echnical expe ise, no able
gaps emain in imeliness, communica ion, and echnical expe ise wi h empa hy, alue pe cep ion, and s a
iendliness also iden i ied as a eas needing u he imp o emen . The esul s also highligh ed he s ong in luence o
cus ome ela ionships on sa is ac ion, wi h loyal y p og ams and online con enience being less decisi e o e en ion.
Key challenges iden i ied include esou ce and s a ing cons ain s, adap ing o digi al ans o ma ion, and managing
supply chain dis up ions. E ec i e coping mechanisms such as p oac i e and pe sonalized communica ion, le e aging
digi al ools, and p o iding alue-added se ices we e ound o enhance cus ome e en ion. The s udy indica ed ha
con inuous in es men in employee engagemen , digi al echnologies, and pe sonalized se ices is c i ical o
main aining loyal y and sa is ac ion in a compe i i e ma ke . To add ess changing cus ome expec a ions and indus y
challenges, au omo i e o ganiza ions should p io i ize ela ionship building, egula ly e iew and enhance loyal y
p og ams, and suppo wo k o ce and digi al ans o ma ion ini ia i es.
Keywo ds: Cus ome Re en ion; Au omo i e Indus y; Cus ome Sa is ac ion
1. In oduc ion
In he Philippines, ehicle owne ship has shi ed om being a symbol o luxu y o a p ac ical necessi y, d i en by
economic g ow h and expanded access o inancing op ions. Among he leading au omo i e b ands globally and locally,
Toyo a has consis en ly main ained i s compe i i e edge, ou pe o ming Ame ican, Ko ean, and Eu opean compe i o s
in eliabili y, cus ome us , and se ice deli e y. In 2019, Toyo a Mo o Philippines (TMP) eco ded an imp essi e
sales olume o 162,011 uni s, cap u ing 39.5% o he ma ke sha e, wi h o e 54,000 uni s p oduced locally a i s S a.
Rosa plan . Despi e he global dis up ion b ough by he COVID-19 pandemic, TMP sus ained i s dominance, achie ing
a 41.3% ma ke sha e by he end o 2020 — a es amen o i s obus a e -sales se ice and s ong commi men o
cus ome sa is ac ion.
In Region VII, Toyo a con inues o command mo e han 40% ma ke sha e, making cus ome e en ion a c i ical pilla
o i s s a egic success. Howe e , challenges pe sis . Fo example, in 2022, Toyo a Mandaue Sou h sold mo e han 9,089
ehicles, bu only 62% o hese e u ned o he ini ial 1,000-kilome e check-up. Fac o s such as cus ome eloca ion,
se icing a o he deale ships, and scheduling issues con ibu ed o his gap. Mo eo e , he au omo i e ma ke in Region
VII is highly compe i i e, wi h local and in e na ional b ands engaging in agg essi e p omo ional campaigns, p oduc
inno a ions, and di e en ia ed se ice o e ings o cap u e ma ke sha e. Wi hin his landscape, Toyo a Cebu Ci y aces
he ongoing challenge o s eng hening i s se icing ope a ions, pa icula ly as p o i ma gins om new ehicle sales
decline and he a e -sales segmen gains g ea e s a egic impo ance.
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Exis ing li e a u e s ongly suppo s he link be ween cus ome sa is ac ion, b and expe ience, se ice quali y, and
cus ome e en ion. K idiawan and Wang (2023), h ough a sys ema ic e iew, unde sco ed he c i ical ole o a e -
sales se ice in imp o ing e en ion wi hin he au omo i e sec o . Simila ly, s udies a Toyo a Dasma iñas-Ca i e
demons a ed how he i e dimensions o se ice quali y — angibili y, eliabili y, esponsi eness, assu ance, and
empa hy — signi ican ly in luence cus ome sa is ac ion in a e -sales con ex s. Fu he , indings om he 2023 Deloi e
Global Au omo i e Consume S udy e ealed ha mode n consume s inc easingly p io i ize obus a e -sales suppo
when choosing an au omo i e b and, ein o cing he need o e ec i e cus ome ela ionship managemen s a egies
o build loyal y and sus ain ma ke leade ship.
Agains his backd op, he p esen s udy in es iga es he a ious ac o s a ec ing cus ome e en ion a Toyo a Cebu
Ci y, Inc. h ough a mixed-me hods app oach combining quan i a i e and quali a i e da a. The s udy aims o gene a e
ac ionable ecommenda ions o enhancing cus ome loyal y by examining cus ome sa is ac ion le els, assessing he
impac o se ice quali y, and explo ing he pe spec i es and li ed expe iences o line manage s.
2. Theo e ical F amewo k
This s udy is p emised upon wo mode n heo ies which o m a s ong basis o unde s anding cus ome e en ion and
he majo de e minan s in he au omo i e indus y, pa icula ly in he case o Toyo a Cebu Ci y, Inc. Fi s , he e is he
SERVQUAL model o se ice quali y o iginally de eloped by Pa asu aman, Zei haml, and Be y. The SERVQUAL model,
which con inues o be alida ed and ele an , has mo e- ecen applica ions and alida ions such as hose o Ali e al.
(2021) and Nguyen e al. (2020). The i e dimensions angible-in he model- eliabili y, esponsi eness, assu ance, and
empa hy signi ican ly in luence cus ome pe cep ions o pe o mance in se ice and ul ima ely, sa is ac ion, and
consequen ly, loyal y o a pa icula b and o p o ide . In his s udy, SERVQUAL p o ides he amewo k h ough which
pe cep ions on he quali y o a e -sales se ice a Toyo a Cebu Ci y a e unde s ood by hei cus ome s and how such
pe cep ions a ec hei in en ion o con inue pa onizing he company.
Figu e 1 Se ice Quali y (SERVQUAL) model
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Figu e 2 Expec a ion-Con i ma ion Theo y (ECT)
Expec a ions-Con i ma ion Theo y (ECT) which was held up ecen ly and ex ended u he in ecen s udies, o
example, by Shahid Iqbal e al., 2022; Ladha i e al., 2020. Acco ding o he same heo y, cus ome sa is ac ion esul s
om se ice pe o mance mee ing o exceeding expec a ion le els om cus ome s. The same is a powe ul p edic o o
loyal y, esul ing in a cus ome epu chasing o con inuing o use a se ice. Thus, applying i o he deale ship scena io,
he heo y endo ses he no ion ha good a e -sales expe iences will esul in be e cus ome sa is ac ion and highe
p obabili ies o long- e m loyal y and e en ion. Basically, hese wo heo ies will p o ide holis ic heo e ical g ounds
in unde s anding he ac o s impac ing cus ome e en ion a Toyo a Cebu Ci y.
3. Concep ual F amewo k
Figu e 3 Concep ual F amewo k
This ames he s uc u al model o hypo hesized ela ionships among he h ee op cons uc s o cus ome e en ion
o igina ing om Toyo a Cebu Ci y, Inc. The i s wo cons uc s a e se ice quali y and con enience-. The la e
cons uc s lay he ounda ion o he cus ome expe ience. Se ice quali y would cap u e all he s ong poin s necessa y
o a deale ship in consis en ly deli e ing p omised se ices, showing compe ence, and ha ing an a ac i e and well-
managed en i onmen . Con enience includes easy access, sho wai imes, and appoin men lexibili y; in o he wo ds,
con enience is abou all hings ela i e o he se ice ha conce n cus ome s. Bo h di ec ly impac cus ome e en ion
in e ms o ini ial imp essions, sa is ac ion, and us in he deale ship.
This amewo k also ecognizes ha only hese co e se ice a ibu es would no gua an ee las ing loyal y in a
compe i i e pos -pandemic au omo i e ma ke . Thus, pe sonaliza ion and cus omiza ion o cus ome engagemen
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become he cen e ing ac o wi hin his amewo k as a mode a ing and enabling ac o . The implica ion is ha , e en
wi h quali y se ice and high-le el con enience, he e would s ill be mo e p oac i e engagemen and u he
imp o emen in he o m o ailo ed communica ions, a ge ed loyal y p og ams, digi al in e ac ion, and a pe sonal-
ela ionship app oach o eally maximizing he impac on cus ome e en ion. Inhe en o pe sonalized engagemen a e
emo ional connec ions, us , and a sense o alue abo e he ansac ional, he eby ampli ying he posi i e e ec s o op-
quali y se ice and con enience in o e en ion. The a ows in he model indica e a di ec ional e ec : bo h se ice quali y
and con enience eed in o cus ome e en ion, bu hei e ec i eness is made s onge and di ec ed h ough
pe sonalized cus ome engagemen ca alys ic. The eason o his ixed posi ion a o ded o cus omized engagemen
emphasizes he deale ships o oday- ha he ways and means mus go beyond adi ional cus ome se ice and adop
ela ionship-based, cus omized echniques o keeping cus ome s loyal and coming back. I is amed holis ically
o e all-an excellen se ice and con enience, and ye an indispensable pa o ha being augmen ed by p oac i e
ela ionship-based app oach engagemen e o s o ul ill a comple e a alanche o long- e m cus ome e en ion.
4. A heo e ical S ance and Philosophical Assump ions
4.1. Theo e ical S ance
The heo e ical s ance o he s udy "Cus ome Re en ion in he Au omo i e Indus y: A Quali a i e S udy" is oo ed in
Epis emological Cons uc i ism. This pe spec i e posi ions knowledge as ac i ely cons uc ed by indi iduals based on
hei subjec i e expe iences, in e p e a ions, and in e ac ions.
The s udy acknowledges he dynamic and mul i ace ed na u e o cus ome e en ion in he au omo i e indus y, asse ing
ha he unde s anding o his phenomenon is no an objec i e disco e y bu a he a complex cons uc ion shaped by
he pe cep ions and engagemen s o a ious s akeholde s.
4.2. Philosophical Assump ions
The s udy employs a quali a i e esea ch design based on ounda ional on ology, epis emology, axiology, me hodology,
and he o ical p inciples. These philosophical ounda ions se e as a amewo k o comp ehending he esea ch
app oach employed in 5 his s udy. By expanding on hese ounda ions, he esea ch ies o es ablish a deepe
unde s anding o he subjec ma e by u ilizing a obus and comple e app oach ha akes in o accoun he issue's
complexi y and nuance. The pu pose o his s udy is o gi e a igo ous and insigh ul examina ion o he opic by applying
a quali a i e me hodology based on well-es ablished philosophical ideas. The on ological pe spec i e in he con ex o
coaching e e s o he undamen al cha ac e is ics o coaching as well as he p esump ions and belie s ha mo i a e
coaching p ac ice ega ding he na u e o people, ela ionships, and he en i onmen .
On ological Assump ion. The esea ch is based on he p emise ha main aining cus ome s in he au omobile sec o is
no a unidimensional and con ex -independen phenomena bu a he a complex and di e se occu ence. I is gene ally
accep ed ha eali y may be in e p e ed in a a ie y o ways, wi h a ious s akeholde s holding a a ie y o concep ions
on wha cons i u es e icien cus ome e en ion.
Epis emological Assump ion. The epis emological p emise o cons uc i ism, which asse s ha knowledge ega ding
cus ome e en ion is ac i ely p oduced by people ia he in e ac ions and expe iences hey ha e, se es as he basis
o he esea ch p esen ed he e. The esea che s a e awa e o he subjec i i y ha is inhe en in he p ocess o analyzing
cus ome e en ion, and hey wan o cap u e he di e en opinions o consume s as well as expe s wo king in he
business.
Axiological Assump ion. The s udy ecognizes, om an axiological poin o iew, he impo ance o alues and biases in
he esea ch p ocess. Resea che s a e open and hones abou hei mo als and any possible biases hey may ha e since
hey a e awa e ha such conside a ions migh play a ole in how da a is in e p e ed. The pu pose o he esea ch is o
p o ide a comp ehensi e and well- ounded comp ehension o cus ome e en ion ha akes in o accoun he
pe spec i es o bo h he esea che s and he pa icipan s.
Rhe o ical Assump ion. The esea ch makes use o a he o ical assump ion ha places an emphasis on ich na a i es
ha a e ele an o hei se ing. The esea che s wan o do his by collec ing he oices o he pa icipan s and he
li ed expe iences o he pa icipan s using quali a i e esea ch echniques such as in e iews and ocus g oups. The
ansmission o in o ma ion is seen as a na a i e composi ion ha ep esen s he complica ed na u e o epea
business wi h exis ing clien s.
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Me hodological Assump ion. The s udy ollows he guidelines o doing quali a i e esea ch in e ms o me hodology.
In o de o collec in o ma ion ha is bo h in-dep h and con ex ually ele an , he esea che s make use o
me hodologies such as in e iews and con en analysis. Fo he pu pose o de eloping an all-encompassing
comp ehension o cus ome e en ion, he p ima y ocus is on he in es iga ion o he indi idual poin s o iew held by
consume s and specialis s in he business.
Coaching in g ass oo s spo s goes beyond eaching echniques o o e ing ac ical ad ice; i in ol es os e ing
meaning ul human connec ions and suppo ing pe sonal g ow h, a iew aligned wi h he on ological s ance (Mills,
2021). This pe spec i e ecognizes ha e e y a hle e b ings unique expe iences, goals, and capabili ies, and hus,
coaching becomes a ela ional p ac ice aimed a bo h immedia e and long- e m de elopmen (Choi e al., 2013; Gels,
2017; Li e al., 2021). I assumes ha a hle es can g ow and ans o m h ough ela ionships wi h coaches who suppo
hei au onomy and guide hei decision-making p ocesses. Coaching also e lec s unde lying alues and belie s ha
shape beha io s (Lyle & Cushion, 2017), in luenced by b oade sociocul u al con ex s such as cul u e, gende , and
e hnici y (B in on e al., 2017). The e o e, no uni e sal app oach i s all, and he coach's abili y o os e us ,
unde s anding, and mu ual espec becomes c i ical. Philosophical coaching seeks o explo e how coaches pe cei e and
espond o hei en i onmen , shaping bo h hei p ac ices and hei a hle es' de elopmen (Shabi & Whyb ow, 2018).
F om an axiological pe spec i e, g ass oo s coaching is oo ed in he alues and p inciples ha guide e hical p ac ice
(Kulinska, 2016; B own, 2020). This includes c ea ing inclusi e, sa e spaces ha suppo social in e ac ion, skill-
building, and pe sonal g ow h, welcoming indi iduals ega dless o age, gende , abili y, o backg ound (T abal, 2014).
Beyond physical skill, coaching aims o cul i a e cha ac e , encou aging a ibu es like sel -con idence, discipline, and
esilience (Coakley, 2011). Enjoymen is also essen ial; g ass oo s coaches s i e o ins ill a li elong lo e o spo in
hei a hle es (No h, 2007). Skill de elopmen h ough epe i ion and p ac ice is emphasized, as coaches help a hle es
push hei limi s and expand hei capabili ies (Se ano e al., 2013). A he same ime, spo smanship emains a co e
alue—coaches encou age ai ness, eamwo k, and mu ual espec , wo king o build en i onmen s g ounded in us
and collabo a ion (Dailey, S.).
Epis emologically, g ass oo s coaching p io i izes expe ien ial lea ning and knowledge gained h ough p ac ice.
Coaches o en wo k wi h no ices, helping hem unde s and he game h ough ial and e o (Yldze , 2020). This
equi es an adap i e lea ning en i onmen , shaped by he a hle es' cul u al and pe sonal backg ounds (Se ano e al.,
2013). Gi en he o en limi ed esou ces a his le el, g ass oo s coaches mus be p oac i e in hei p o essional
de elopmen , emphasizing hands-on lea ning and con ex ual knowledge acquisi ion (Taylo e al., 2014).
F om a he o ical s andpoin , e ec i e communica ion is cen al o coaching. Coaches mus use language s a egically
o suppo , ins uc , and inspi e. This includes employing ac i e lis ening, open-ended ques ions, and de ailed,
cons uc i e eedback (Wes , 2016). Building appo and us h ough communica ion is essen ial, especially when
wo king ac oss di e se cul u al and linguis ic con ex s (Shank, 2015). The he o ical app oach highligh s he powe o
language in shaping ela ionships and pe sonal de elopmen wi hin he coaching p ocess.
Phenomenology, meanwhile, ocuses on unde s anding indi idual expe iences and consciousness. I alues subjec i e
meaning and s esses he impo ance o se ing aside p econcep ions o engage au hen ically wi h o he s’ li ed
expe iences (Smi h, 2018). In his s udy, he esea che applies anscenden al phenomenology o explo e he pe sonal
jou neys o g ass oo s coaches, pa icula ly Line Manage s a Toyo a Team Cebu. The goal is o unde s and no jus
e en s bu he deepe meanings coaches a ach o hei expe iences. Th ough on ological, axiological, and
epis emological lenses, he s udy unco e s how belie s, alues, and knowledge shape coaching p ac ices and a hle e
de elopmen . The esea che , ully engaged in he p ocess, in es iga es how coaches o m ela ionships and cul i a e
bo h pe o mance and cha ac e in hei a hle es— u ning “ze o o he o” s o ies in o meaning ul de elopmen al
na a i es.
The s udy se s ou o explo e he a ious ac o s ha in luence cus ome e en ion a Toyo a Cebu Ci y, Inc., employing
a mixed-me hods app oach ha in eg a es bo h quan i a i e and quali a i e esea ch echniques. The p ima y goal is
o unde s and how di e en dimensions o cus ome expe ience impac loyal y and con inued pa onage in he pos -
pandemic au omo i e landscape. On he quan i a i e side, he esea ch aims o assess cus ome pe cep ions ega ding
h ee key a iables: cus ome sa is ac ion, cus ome e en ion, and six co e se ice componen s—namely, se ice
quali y, con enience, p icing, employee compe ence, acili y cleanliness, and a e -sales suppo . Fu he mo e, he s udy
in es iga es he ela ionship be ween hese se ice elemen s and cus ome e en ion, as well as he link be ween o e all
sa is ac ion and e en ion le els.

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In pa allel, he quali a i e componen del es in o he li ed expe iences o line manage s a Toyo a Cebu Ci y, Inc.,
seeking o unco e p ac ical insigh s and eal-wo ld s a egies hey employ o e ain cus ome s. These na a i es a e
expec ed o en ich he quan i a i e indings and o m he backbone o a s a egic cus ome e en ion model designed
speci ically o he au omo i e indus y in Cebu.
The signi icance o his esea ch spans se e al s akeholde s. Fo p o essionals in he au omo i e sec o —especially line
manage s and execu i es— he s udy p omises o deli e ac ionable insigh s ha can in o m e ec i e cus ome
engagemen s a egies and help imp o e compe i i eness. Fo Toyo a i sel , he esul ing s a egic model o e s a
oadmap o os e ing long- e m cus ome ela ionships and sus aining business g ow h.
Policymake s and egula o y au ho i ies may also ind he esea ch aluable, as he indings could in o m policy
decisions ha suppo a mo e a o able business clima e o au omo i e en e p ises. S uden s o au omo i e and
business disciplines s and o gain a deepe unde s anding o cus ome e en ion dynamics, en iching hei academic
pe spec i e and possibly inspi ing u he esea ch.
On a local le el, he s udy con ibu es o he economic de elopmen o Cebu Ci y by add essing challenges unique o he
egion’s au omo i e sec o . I also ca ies implica ions o he global au omobile indus y, o e ing a con ex ualized iew
o cus ome e en ion p ac ices in he pos -pandemic e a.
Fo he esea che , who is bo h a human esou ce s uden and a cus ome se ice p ac i ione , he p ojec p o ides an
oppo uni y o be e unde s and cus ome beha io and lea n e ec i e e en ion s a egies—insigh s ha can enhance
hei own ca ee in cus ome ela ions. Addi ionally, he s udy o e s a use ul ounda ion o u u e esea che s
in e es ed in explo ing employee mo i a ion and e en ion wi hin simila indus ies.
A he hea o he s udy is an in-dep h examina ion o six co e se ice dimensions. These include se ice quali y ( he
eliabili y and a ailabili y o se ice o e ings), con enience (ease o access, appoin men se ing, and wai imes),
p icing (cla i y, ai ness, and alue pe cep ion), employee compe ence (s a p o essionalism and echnical skills),
acili y cleanliness (main enance and appea ance o he se ice en i onmen ), and a e -sales suppo (wa an y ollow-
ups, communica ion, and ongoing cus ome assis ance). Each o hese elemen s is e alua ed o i s impac on cus ome
sa is ac ion and loyal y.
The ul ima e ou pu o he esea ch is a S a egic Cus ome Re en ion Model, which syn hesizes he s udy’s indings in o
a p ac ical amewo k. This model ou lines he ela ionships among he examined a iables and p esen s s a egic
app oaches, ac ionable ac ics, and bes p ac ices ha au omo i e companies can adop o imp o e cus ome loyal y
amid changing ma ke condi ions.
5. Li e a u e e iew
Cus ome sa is ac ion has long been ecognized as a key indica o o business sus ainabili y, pa icula ly in highly
compe i i e sec o s such as he au omo i e se ice indus y. De ined by Ko le and Kelle (2016) as he ex en o which
se ice pe o mance mee s o exceeds cus ome expec a ions, he concep o sa is ac ion has e ol ed signi ican ly in
he pos -pandemic e a. Cus ome s oday demand no jus quali y se ice bu also sa e y, anspa ency, and
esponsi eness. Gup a and Raman (2022), in hei s udy o 400 au omo i e cus ome s in Bangalo e, emphasized ha
a e -sales in e ac ions—such as employee beha io , se ice lead ime, p ocess anspa ency, and p icing ai ness—
play a c i ical ole in shaping bo h cus ome pe cep ions and long- e m loyal y. This is suppo ed by he 2022 Sau
Ene gy Au omo i e Se ice S udy, which ound ha ac i e engagemen by se ice ad iso s inc eased sa is ac ion sco es
by 25 poin s, while ailu es in esponsi eness educed hem by as much as 22 poin s. Simila ly, he J.D. Powe India
Cus ome Se ice Index (CSI) o 2021–2022 indica ed ha p e-se ice p ac ices like mul i-poin inspec ions and
accu a e ime es ima es imp o ed sa is ac ion and se ice e enue (J.D. Powe , 2022).
Local esea ch adds u he weigh o hese indings. Ga cia and De Guzman (2021), using S uc u al Equa ion Modeling
a Toyo a Dasma iñas-Ca i e, demons a ed ha among he SERVQUAL dimensions, only eliabili y and empa hy had a
s a is ically signi ican posi i e e ec on sa is ac ion. This ein o ces he idea ha consis en se ice pe o mance and
emo ionally in elligen in e ac ion a e mo e aluable han supe icial o pu ely angible se ice ac o s. On a b oade
scale, he 2022 Fo es e India Cus ome Expe ience Index anked Toyo a highes among au omo i e b ands,
highligh ing ha emo ionally posi i e in e ac ions— hose cha ac e ized by espec , unde s anding, and ca e—ha e he
s onges impac on us , sa is ac ion, and e u n in en ions (Fo es e , 2022). Collec i ely, hese s udies con i m ha
cus ome sa is ac ion is no only a esul o e ec i e se ice deli e y bu also o meaning ul emo ional engagemen ,
posi ioning i as a c i ical media o in he cus ome e en ion p ocess.
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Cus ome e en ion, in u n, is s ongly in luenced by he le els o sa is ac ion es ablished h ough se ice in e ac ions.
Pos -pandemic shi s in expec a ions ha e ampli ied he impo ance o clea communica ion and p oac i e se ice. As
Gup a and Raman (2022) no ed, e en small p ocedu al imp o emen s can g ea ly enhance sa is ac ion and subsequen
loyal y. This is u he alida ed by he J.D. Powe (2022) and Sau Ene gy (2022) s udies, which highligh ed he
measu able impac o se ice es ima es and p e-communica ion p ac ices on cus ome e en ion. Ga cia and De Guzman
(2021) again unde lined he oles o eliabili y and empa hy, while Fo es e (2022) ea i med ha emo ionally ich
expe iences d i e epea business and posi i e wo d-o -mou h. These insigh s demons a e ha e ec i e e en ion
s a egies mus encompass no only he angible aspec s o se ice bu also he emo ional and ela ional elemen s ha
build long- e m cus ome engagemen .
Se ice quali y emains a ounda ional elemen in bo h sa is ac ion and e en ion. T adi ionally de ined as he capaci y
o mee o exceed expec a ions h ough unc ional and in e pe sonal deli e y (Pa asu aman e al., 1988; G ön oos,
2001), i s impo ance has only g own. In a 2021 s udy ac oss Toyo a se ice cen e s in Malaysia, Rahim and
Sub amaniam (2021) ound ha imely and accu a e se ice, ee o e o s, was he mos c i ical d i e o posi i e
cus ome pe cep ions. The SERVQUAL model has been ex ensi ely alida ed in his con ex . In Saudi A abia,
Alshamma i and Khan (2022) con i med ha all i e SERVQUAL dimensions— angibles, eliabili y, esponsi eness,
assu ance, and empa hy—we e s ong p edic o s o sa is ac ion and e en ion. Simila ly, Pu a and Gunawan (2023) in
Indonesia iden i ied s a cou esy, accu acy, and cus ome -o ien ed beha io as impo an , especially o Gen Z and
millennial consume s who alue ela ional se ice o e ansac ional in e ac ion. In India, Mish a and Sha ma (2022)
obse ed ha assu ance—s emming om compe ence and hones y—helped educe anxie y associa ed wi h high-cos
se ices. The in eg a ion o digi al ools, as no ed in he Au oTech Insigh s Repo (2022) and ea lie by Mi chell e al.
(2012), has u he imp o ed pe cep ions o se ice quali y h ough mobile no i ica ions, se ice his o y acking, and
online paymen sys ems. These de elopmen s sugges ha se ice quali y oday includes no only adi ional
componen s bu also digi al accessibili y and emo ional esonance.
Con enience has also eme ged as a i al ac o in he cus ome expe ience equa ion. De ined by Be y, Seide s, and
G ewal (2002) as he ease wi h which a se ice can be accessed and used, con enience now encompasses digi al
ouchpoin s, ime-sa ing mechanisms, and seamless in e ac ions. A o a and Sahni (2021) epo ed ha ease o booking,
p oximi y o se ice cen e s, and e icien scheduling all posi i ely a ec sa is ac ion and epea pa onage. The J.D.
Powe India CSI (2022) s udy e ealed ha as check-in and digi al ollow-up esul ed in signi ican ly highe
sa is ac ion sco es. Nguyen e al. (2022) u he no ed ha u ban cus ome s app ecia ed exp ess se ices, mobile
se icing ans, and digi al upda es, which enhanced deale ship p o essionalism. Kuma and Joshi (2023) ound ha
younge cus ome s alue con enience mo e han p icing, p io i izing minimal pape wo k and clea p ocesses.
McKinsey & Company (2021) con i med ha pos -COVID expec a ions ha e shi ed owa d low-con ac , ech-enabled
se ice models. These s udies clea ly show ha con enience has e ol ed om a seconda y bene i in o a co e
expec a ion, especially in a ma ke like Cebu.
P icing, oo, has become a s a egic de e minan o sa is ac ion and e en ion. Cus ome s oday emphasize cla i y and
ai ness o e me e a o dabili y. Yada and Rau (2021) s essed ha i emized billing and cos anspa ency build us
and posi i ely in luence sa is ac ion. Alnase e al. (2022) demons a ed ha alue-based p icing o en umps lowe
cos s in p omo ing cus ome loyal y, as long as cus ome s pe cei e he se ice o be wo h he p ice. The J.D. Powe
A e -Sales Sa is ac ion Index Repo (2022) showed ha inadequa e communica ion o p icing educed sa is ac ion by
30 poin s. P oac i e p icing s a egies—explaining cos di e ences and p o iding clea es ima es—consis en ly led o
highe e en ion a es. The ASEAN Au omo i e Se ice Alliance (2023) obse ed a gene a ional di ide, whe e younge
cus ome s a o ed anspa en p icing and digi al paymen op ions, while olde cus ome s leaned owa ds discoun s.
Pa el and Tandon (2021) highligh ed he emo ional componen , whe e su p ise o ambiguous cha ges caused g ea e
dissa is ac ion han e en echnical e o s. Thus, p icing s a egies ha emphasize cla i y, consis ency, and pe cei ed
alue play a c ucial ole in main aining us and loyal y.
Employee compe ence, encompassing bo h echnical p o iciency and in e pe sonal acumen, emains a majo
con ibu o o sa is ac ion. Singh and Yada (2022) ound ha knowledgeable and engaging employees enhanced
cus ome expe iences, especially when ad iso s p o ided clea explana ions and ailo ed ecommenda ions. AlZah ani
e al. (2021) e ealed ha aining and ce i ica ion posi i ely in luenced epea business, pa icula ly wi h eme ging
echnologies like hyb id and elec ic ehicles. The Fo es e 2022 India CX Index also showed ha so skills such as
empa hy and accoun abili y a e equally impo an , especially du ing b eakdowns o dispu es. Miah and Ka im (2023)
ound ha diagnos ic e o s and poo communica ion educed epea business by 37%, while accu a e and anspa en
communica ion boos ed e en ion—e en a sligh ly highe p ices. C uz and San os (2021) emphasized he impo ance
o cul u al sensi i i y in he Philippine con ex , whe e cou eous and espec ul beha io builds us . These indings
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a i m ha bo h echnical skill and emo ional in elligence a e necessa y o a well- ounded and cus ome -cen ic se ice
wo k o ce.
Facili y cleanliness, while o en o e looked, has gained enewed impo ance, pa icula ly in he con ex o heigh ened
hygiene awa eness pos -COVID. Oma and Azmi (2022) ound ha clean and o ganized acili ies posi i ely in luenced
cus ome pe cep ions o sa e y and p o essionalism, wi h 78% o esponden s ci ing cleanliness as a us ac o . The
2021 J.D. Powe Asia Paci ic CSI s udy ein o ced his, linking cleanliness o high sa is ac ion a ings and poin ing o i s
signi icance among emale and amily-o ien ed cus ome s. Reyes and Gonzales (2023) no ed ha clean, welcoming
lounges inc eased e e al likelihood by 42% in u ban cen e s like Me o Cebu. Acco ding o Lee and Jeong (2022), using
he S imulus-O ganism-Response (S-O-R) model, cleanliness in luences emo ional s a es such as com o and us ,
which lead o highe sa is ac ion and spending. Al-Fa si e al. (2023) added ha isible sani a ion e o s we e op
de e minan s o e u ning cus ome s du ing heal h c ises. Clea ly, cleanliness is now a co e expec a ion, symbolizing
ca e, a en ion o de ail, and b and in eg i y.
A e -sales suppo also plays a c ucial ole in os e ing cus ome loyal y. Al-Gasawneh e al. (2022) ound a s ong
co ela ion be ween s uc u ed a e -sales suppo and sa is ac ion ( = 0.68), while Kuma and Rou (2023) concluded
ha pos -se ice in e ac ions had g ea e in luence on epea pu chases han ini ial se ice quali y. The Fo es e CX
s udy (2021) showed ha deale ships wi h obus ollow-up mechanisms expe ienced 18% highe loyal y. San os and
Dizon (2022) demons a ed ha ex upda es, check-ins, and wa an y assis ance inc eased e u n a es by 20–25% in
Toyo a deale ships in Luzon. The 2023 PwC Au omo i e T end Repo highligh ed he g owing ole o mobile apps,
cha bo s, and eal- ime acking in enhancing pe cei ed suppo . Hashim and Lim (2022) u he unde sco ed he
emo ional impac , showing ha empa he ic and imely a e ca e buil las ing cus ome bonds. In his way, a e -sales
suppo —especially when p oac i e, digi al, and emo ionally awa e—becomes no jus a se ice add-on bu a co e
componen o cus ome ela ionship managemen .
The in e ela ionship among hese a iables is well-suppo ed in he li e a u e. Alhaddad e al. (2022), using S uc u al
Equa ion Modeling wi h 500 Saudi pa icipan s, ound ha se ice quali y, p icing, and p o essionalism signi ican ly
in luenced sa is ac ion (β = 0.76, p < 0.001), which in u n media ed cus ome e en ion (β = 0.58, p < 0.01). San os and
Mo ales (2021) ound simila esul s in Me o Manila, whe e con enience, anspa ency, and employee compe ence
explained 72% o sa is ac ion and 64% o e en ion beha io s. Singh and Malho a (2023) obse ed ha a iables like
cleanliness and a e -sales suppo gained s onge in luence when il e ed h ough sa is ac ion. The 2023 Fo es e
Au omo i e CX S udy con i med ha deale ships wi h high sa is ac ion le els in mul iple se ice dimensions e ained
40% mo e cus ome s wi hin a yea . Rahman and Sinha (2022), in a me a-analysis o 35 s udies, epo ed ha 60% o
cus ome e en ion ou comes we e media ed by sa is ac ion. Emo ional and ela ional elemen s—such as empa hy and
communica ion—also p o ed i al, as e idenced by Choudha y & Gup a (2021) and Hashim & Lim (2022). These s udies
con i m ha sa is ac ion is he cen al mechanism connec ing ope a ional excellence wi h cus ome loyal y.
Syn hesizing he indings, i is e iden ha no single se ice a ibu e gua an ees e en ion; a he , he cumula i e e ec
o he six se ice elemen s—se ice quali y, con enience, p icing, employee compe ence, acili y cleanliness, and a e -
sales suppo —de e mines sa is ac ion. This sa is ac ion, in u n, is he s onges p edic o o cus ome e en ion, he
co ne s one o long- e m business success. Thus, he p esen s udy is s ongly g ounded in li e a u e ha a i ms a
mul idimensional and in eg a ed model o cus ome loyal y wi hin he au omo i e deale ship se ing.
6. Resea ch me hodology
The s udy u ilized a mixed-me hods design, speci ically a sequen ial explana o y s a egy, in which da a collec ion and
analysis occu ed in wo dis inc phases. The quan i a i e phase came i s and employed desc ip i e co ela ional
esea ch o explo e he ela ionships be ween key se ice dimensions—namely se ice quali y, accessibili y and
con enience, p icing, employee compe ence, acili y cleanliness, and a e -sales suppo —and hei in luence on
cus ome sa is ac ion and e en ion a Toyo a Cebu Ci y, Inc. A s uc u ed su ey was adminis e ed o assess cus ome
pe cep ions and o s a is ically de e mine he s eng h and di ec ion o hese ela ionships. This ini ial phase
es ablished baseline insigh s in o which ac o s mos signi ican ly in luence cus ome loyal y.
Building on he quan i a i e indings, he s udy mo ed o a quali a i e phase designed o p o ide con ex ual
unde s anding and deepe in e p e a ion o he da a. An In e p e a i e Phenomenological Analysis (IPA) app oach was
employed o explo e he li ed expe iences o line manage s wi hin he deale ship ne wo k. This phase sough o unco e
how hese manage s make sense o hei day- o-day challenges and s a egies in e aining cus ome s, especially in he
changing dynamics o a pos -pandemic au omo i e ma ke . Th ough in-dep h in e p e a ion o eal-wo ld p ac ices, he
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quali a i e da a se ed o en ich and explain he pa e ns iden i ied in he su ey, leading o a mo e holis ic
unde s anding o cus ome e en ion.
This in eg a ed design enabled he esea che o i s iden i y which se ice dimensions a ec cus ome e en ion
quan i a i ely, and hen explo e, h ough quali a i e inqui y, how and why hese a iables exe hei in luence. The
combina ion o bo h me hods suppo s he de elopmen o expe ience-based, p ac ical ecommenda ions o enhance
cus ome loyal y s a egies a Toyo a Cebu Ci y, Inc.
The esea ch was conduc ed wi hin he ope a ional con ex o Toyo a Cebu Ci y, Inc., a p ominen deale ship wi h a
signi ican p esence in Cebu’s au omo i e indus y. As a key playe in he egional ma ke and an economic con ibu o ,
he deale ship p o ides an ideal case s udy o in es iga ing pos -pandemic consume beha io and e en ion
s a egies. The esea ch also ex ended o o he a ilia ed b anches unde he Toyo a Team Cebu umb ella: Toyo a
Mandaue Sou h, Toyo a Mandaue No h, Toyo a Lapu-Lapu, and Toyo a Talisay, ensu ing ha he indings could e lec
b oade pa e ns and be ans e able o o he deale ship con ex s.
In e ms o pa icipan selec ion, maximal a ia ion sampling was used in he quali a i e phase o ensu e a di e se ange
o expe iences and pe spec i es. Fo he quan i a i e componen , he sample size was calcula ed using he Coch an
o mula, a s anda d s a is ical me hod o ensu e ep esen a i eness and obus ness. A ounded sample o 30 cus ome
esponden s was de e mined o he su ey phase o p o ide gene alizable esul s. Fo he quali a i e phase, 10
pa icipan s we e selec ed—comp ising i e line manage s (one om each majo b anch) and i e cus ome
pa icipan s, also one om each b anch— he eby o e ing a holis ic iew o he cus ome e en ion landscape om bo h
manage ial and consume pe spec i es.
Inclusion c i e ia we e ca e ully es ablished o bo h g oups. Line manage s we e equi ed o ha e a leas h ee yea s
o se ice, o ha e wo ked in a leas wo di e en b anches o uni s, and o p o ide in o med consen o pa icipa ion.
They also needed o be capable o engaging in in-dep h in e iews ela ed o e en ion s a egies. I da a sa u a ion had
no been achie ed wi h he ini ial g oup, addi ional eligible pa icipan s would ha e been included. Fo cus ome
pa icipan s, he c i e ia included ha ing ecei ed se ices om 2022 h ough Q1 o 2024, being be ween 30 and 50
yea s o age, and ha ing pu chased a leas wo new Toyo a ehicles du ing ha pe iod. These c i e ia ensu ed
pa icipan s ep esen ed an ac i e, ma u e consume segmen wi h subs an ial engagemen in he deale ship's se ice
p ocesses. Based on Pa on’s (2002) concep o “in o ma ion- ich” pa icipan s, hese indi iduals we e expec ed o o e
meaning ul and di e se insigh s in o hei expe iences wi h se ice quali y, sa is ac ion, and loyal y s a egies ac oss
di e en Toyo a Cebu b anches.
This s udy employed a mixed-me hods esea ch design o explo e and unde s and he ac o s in luencing cus ome
e en ion a Toyo a Cebu Ci y, Inc. The esea ch in eg a ed bo h quan i a i e and quali a i e app oaches o p o ide a
comp ehensi e iew o cus ome sa is ac ion, loyal y, and se ice deli e y. The quan i a i e phase in ol ed a sel -
adminis e ed su ey, adap ed om alida ed scales, aimed a measu ing cus ome sa is ac ion, e en ion, and
pe cep ions o six co e se ice elemen s: se ice quali y, con enience, p icing, employee compe ence, acili y
cleanliness, and a e -sales suppo . Responses we e ga he ed using a i e-poin Like scale, along wi h demog aphic
da a. P io o implemen a ion, he su ey ins umen was es ed o alidi y and eliabili y o ensu e consis ency and
ele ance. In he quali a i e phase, a semi-s uc u ed Key In o man In e iew (KII) guide was u ilized o ga he insigh s
om line manage s ega ding s a egic esponses o cus ome e en ion challenges. These in e iews we e audio-
eco ded (wi h pa icipan consen ), ansc ibed e ba im, and subjec ed o hema ic analysis. The use o bo h ools—
su eys and in e iews—allowed o he in eg a ion o s a is ical da a wi h ich con ex ual na a i es, o ming a holis ic
unde s anding o he deale ship’s cus ome e en ion dynamics.
P e-da a collec ion p ocedu es included inalizing he esea ch p oposal based on panel ecommenda ions, secu ing
app o al om he ad ise , e alua ion panel, and he dean, and submi ing i o he Resea ch E alua ion Commi ee o
he issuance o he No ice o P oceed. Once app o al was g an ed, he esea che o mally eques ed pe mission om
Toyo a Cebu Ci y’s Gene al Manage and b anch manage s o conduc he s udy. E hical clea ances we e also secu ed
be o e beginning he da a collec ion.
Quan i a i e da a collec ion in ol ed adminis e ing he su ey o eligible cus ome s o Toyo a Cebu Ci y, Inc. The
ins umen was dis ibu ed bo h ace- o- ace a deale ship b anches and digi ally ia secu e pla o ms, beginning in
Decembe 2023. Pa icipan s we e in o med o he s udy's pu pose, p o ided wi h consen o ms, and assu ed o hei
igh s, anonymi y, and da a con iden iali y. The da a collec ed we e la e analyzed s a is ically o iden i y ends and
ela ionships be ween se ice dimensions and e en ion ou comes.
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Table 5 Co ela ion Analysis o he Rela ionship Be ween Cus ome Re en ion and Six Co e Se ices
Va iables
- alue
p- alue
In e p e a ion
Cus ome Re en ion s. Six Co e Se ices
.726
.001
Signi ican
Table 5 p esen s he co ela ion analysis o he ela ionship be ween cus ome e en ion and six co e se ices show
signi ican associa ions =.726, p =.001, This means ha he e is a posi i e, s a is ically signi ican ela ionship be ween
he se ices o e ed and hei endency o be e ained as cus ome s.
This explains ha cus ome se ices ha e a meaning ul impac on cus ome e en ion in he au omo i e indus y. As
such, as se ices becomes be e , he cus ome will likely emain as clien s o au omo i e indus y.
The e idence suppo s he claim made in li e a u e ha s ong cus ome ela ionships assis in d i ing sa is ac ion and
e en ion. Mo gan and Hun (1994) acknowledge, unde hei Commi men -T us Theo y, ha las ing ela ionships wi h
cus ome s based on us and communica ion signi ican ly enhance cus ome sa is ac ion and loyal y. Rela ionship
ma ke ing, as de ined by G ön oos (2015), u ilizes mo e pe sonalized in e ac ion and cus ome engagemen ; hence i
has g ea e weigh in b inging abou sa is ac ion han does echnical se ice deli e y. Hennig-Thu au, Gwinne , and
G emle (2002) u he a gued ha emo ional bonds and cus ome ela ionship e o s a e mo e po en in e aining
cus ome s han s anda dized se ice o e ing. Thus, al hough he p o ision o high-quali y se ice is indeed a
p e equisi e, indings by Zei haml, Be y, and Pa asu aman (1996) a gue ha he ela ional s a egy mus he e o e
accompany he pe o mance o se ice in o de o he la e o be comple ely ans o med in o sa is ac ion and loyal y.
Thus, de eloping long- e m ela ionships wi h cus ome s a he han s essing ope a ional se ice deli e y could help
achie e highe gains in o e all sa is ac ion and e en ion o he businesses.
Table 6 S epwise Reg ession Resul s on he In luences o Six Co e Se ices on Cus ome Re en ion
Cus ome Se ices
Be a
p- alue
In e p e a ion
Se ice Quali y
0.383
0.025
Signi ican
Con enience
0.557
0.003
Signi ican
P icing
0.039
0.749
No Signi ican
Employee Compe ence
-0.242
0.071
No Signi ican
Facili y Cleanliness
0.049
0.68
No Signi ican
A e -Sales Suppo
-0.005
0.968
No Signi ican
R2=.723, F(6,23)=.990, p=.001
Table 6 p esen s he s epwise eg ession esul s examining he in luence o a ious cus ome se ices on cus ome
e en ion. Se ice quali y was ound o ha e a s a is ically signi ican posi i e in luence on cus ome e en ion (β =
0.383, p = .025). Con enience also demons a ed a signi ican posi i e e ec (β = 0.557, p = .003). In con as , p icing (β
= 0.039, p = .749), employee compe ence (β = -0.242, p = .071), acili y cleanliness (β = 0.049, p = .680), and a e -sales
suppo (β = -0.005, p = .968) we e no s a is ically signi ican p edic o s o cus ome e en ion. The o e all model
explained a subs an ial p opo ion o a iance in cus ome e en ion (R² = .723), and he model was s a is ically
signi ican (F(6, 23) = 0.990, p = .001).
The esul s indica e ha among he six cus ome se ice dimensions e alua ed, only se ice quali y and con enience
signi ican ly p edic cus ome e en ion in he au omo i e se ice con ex . The posi i e be a coe icien s o hese
a iables sugges ha imp o ing se ice eliabili y, esponsi eness, and accessibili y—such as educing wai ing imes
and enhancing appoin men lexibili y—can di ec ly con ibu e o highe cus ome e en ion. Con e sely, p icing,
employee compe ence, acili y cleanliness, and a e -sales suppo , despi e being impo an o o e all sa is ac ion, did
no eme ge as signi ican de e minan s o e en ion in his model. Thus, au omo i e se ice p o ide s should ocus on
consis en ly deli e ing high-quali y se ice and ensu ing con enien access o hei se ices, as hese a e he mos
e ec i e s a egies o os e ing long- e m cus ome loyal y. E o s o u he enhance o he se ice dimensions, while
aluable o sa is ac ion, may no yield p opo ional gains in cus ome e en ion unless in eg a ed wi h imp o emen s
in se ice quali y and con enience. Recen li e a u e ein o ces he c i ical in luence o se ice quali y and con enience
on cus ome e en ion. Acco ding o Al-Mohammad and Al-Qeed (2021), eliabili y, esponsi eness, and assu ance a e

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co e aspec s o se ice quali y ha di ec ly impac e en ion ac oss se ice indus ies. Fu he mo e, Nguyen e al.
(2022) ound ha con enience ac o s, such as ope a ional hou s and ease o access, s ongly in luence cus ome s’
epea beha io in au omo i e and e ail se ices. Likewise, a s udy by Abuhashesh e al. (2023) emphasized ha while
p icing and employee beha io a ec sa is ac ion, long- e m loyal y is mo e deeply oo ed in how well se ice
expec a ions a e consis en ly me and how seamless he cus ome expe ience is. These indings co obo a e he p esen
esul s, highligh ing ha se ice quali y and con enience a e he mos s a egic a eas o imp o ing cus ome loyal y in
highly compe i i e se ice en i onmen s like he au omo i e indus y.
7.2. Quali a i e Resul s on he Expe iences o Line Manage s in Cus ome Re en ion
Table 7 P o ile o he Pa icipan s
Pa icipan
Gende
Age
Yea s o Expe ience
Posi ion
1
Female
34
12
Se ice Manage
2
Male
31
9
Sales Team Lead
3
Female
29
7
Cus ome Ca e Supe iso
4
Male
32
10
Pa s and Accesso ies Head
5
Female
28
8
Ma ke ing Manage
6
Male
33
11
Finance and Insu ance Manage
7
Female
27
5
Se ice Recep ionis
8
Male
36
13
P e-Owned Vehicles Manage
9
Female
26
6
CRM O ice
10
Male
37
15
Wo kshop Fo eman
Table 7 p esen s he demog aphic and p o essional p o ile o he en (10) line manage s who pa icipa ed in he
quali a i e phase o his s udy. The g oup was e enly spli by gende , wi h i e males and i e emales, and ages anged
om 26 o 37 yea s. Thei yea s o expe ience in he au omo i e indus y a ied om 5 o 15 yea s, and hei posi ions
co e ed a wide ange o deale ship unc ions, including se ice, sales, ma ke ing, inance, cus ome ca e, and echnical
ope a ions. This implies ha he e is a di e se and expe ienced g oup o line manage s, wi h an a e age age o 31.3
yea s and an a e age o 9.6 yea s o indus y expe ience.
The co e hemes ha eme ged om he expe iences o line manage s in cus ome e en ion a e p esen ed in his
sec ion. This o e s insigh in o hei p ac ical app oaches and pe spec i es. Th ough hei di ec accoun s, h ee main
hemes we e iden i ied such as building us and pe sonal ela ionships, pe sonaliza ion and alue-added se ice, and
digi al engagemen and communica ion. These hemes e lec how line manage s na iga e he challenges o os e ing
cus ome loyal y h ough ocusing genuine connec ions, deli e ing ailo ed bene i s, and adap ing o e ol ing digi al
expec a ions. Thei expe iences highligh ha e ec i e cus ome e en ion s a egies a e oo ed in au hen ic
ela ionship-building, meaning ul pe sonaliza ion, and p oac i e, echnology-d i en communica ion
Table 8 Expe iences o Line Manage s in Cus ome Re en ion
Theme
Signi ican S a emen s/Examples
Fo mula ed Meaning
Building T us
and Pe sonal
Rela ionships
- “Building las ing ela ionships and us
wi h cus ome s so hey keep coming back.”
- “Know you cus ome s by name. Tha
simple ges u e c ea es loyal y.”
De eloping genuine ela ionships and us is
undamen al o cus ome loyal y and e en ion.
Pe sonaliza ion
and Value-Added
Se ice
- “Cus ome s lo e pe ks—i shows we ca e
beyond he ansac ion.”
- “O e ing ee ins alla ions has helped build
appo .” “Making campaigns eel pe sonal,
no gene ic.”
Pe sonalized a en ion and added bene i s make
cus ome s eel alued and encou age epea
business.
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Digi al
Engagemen and
Communica ion
- “People do mo e esea ch online now and
expec as e , digi al communica ion.”
- “Se ice eminde s ia SMS, as -lane
se ice, and ollow-up hank-you messages.”
Adap ing o digi al p e e ences and p o iding
imely, p oac i e communica ion enhances
cus ome expe ience.
Based on he esponses, he expe iences o au omo i e indus y p o essionals e ealed he building us and pe sonal
ela ionships, pe sonaliza ion and alue-added se ice, and digi al engagemen and communica ion.
7.3. Building T us and Pe sonal Rela ionships
This heme ocuses on he impo ance o building since e ela ionships and us o clien s and se ice p o ide s.
De eloping us ing ela ionships is c ucial o p omo ing clien loyal y and e u ning cus ome s. Acco ding o
pa icipan s,
• “Building las ing ela ionships and us wi h cus ome s so hey keep coming back.”
• “Know you cus ome s by name. Tha simple ges u e c ea es loyal y.”
This implies ha p io i izing us and pe sonal connec ions will esul long- e m cus ome e en ion. In es ing in hese
ela ionships inc eases he likelihood ha se ice p o ide s will bene i om he bene i s o a o able ecommenda ion
and cus ome loyal y.
T us and pe sonal ela ionships a e p io i ized; cus ome s a e e ained o an ex ended pe iod o ime. Building such
pe sonal ela ionships inc eases a se ice p o ide 's chances o being e e ed a o ably and hei cus ome s' loyal y.
Alshu ideh e al. (2021) ound ha ela ionship quali y, especially he aspec o us and commi men , plays a c ucial
ole in cus ome e en ion o compe i i e se ice indus ies like he au omo i e indus y. Likewise, Anwa and Gani
(2020) a gue o pe sonalized a en ion and p io i iza ion o he c ea ion o ela ional us as hey c ea e emo ional
a achmen s among cus ome s ha would lead o u he ing hei commi men o a pa icula b and. The e o e, she
mus c ea e pe sonal bonds pu posely as one o i s cus ome e en ion s a egies.
In au omo i e se ices and o he se ice indus ies, us and pe sonal ela ionships p ima ily ca alyze cus ome
e en ion. When ela ionships a e nu u ed in a genuine manne , hei cons uc ion becomes all he s onge wi h
emo ional in ol emen , leading cus ome s o e u n o he business and ecommend i o o he s. Alshu ideh e al.
(2021) show ha ela ionship quali y, especially us and commi men , g ea ly in luences cus ome e en ion by
os e ing long- e m emo ional ies and sa is ac ion. Thei esul s e eal ha when us is buil , cus ome s eel secu e
and ind i di icul o swi ch hei allegiance o ano he supplie . Anwa and Gani (2020), on he o he hand, assumed
ha ela ional us , oge he wi h pe sonalized a en ion, enhances he emo ional connec ion and commi men . In hei
wo ds, knowing cus ome s wi h hei names and p e e ences could be i ial me hods o ge ing in o hei hea s. In
highly compe i i e indus ies, his emo ional bond becomes a dis inguishing ac o o inc eased loyal y and posi i e
e e als.
7.4. Pe sonaliza ion and Value-Added Se ice
Pe sonaliza ion and alue-added se ice shows he e ec o expe ience and incen i es o ewa ds on cus ome
sa is ac ion. Cus ome s espond posi i ely when hey eel alued beyond he basic ansac ion. Some cus ome
men ioned,
• “Cus ome s lo e pe ks—i shows we ca e beyond he ansac ion.”
• “O e ing ee ins alla ions has helped build appo .”
• “Making campaigns eel pe sonal, no gene ic.”
This implies ha companies can g ea ly inc ease clien loyal y by p o iding pa icula a en ion and ex a bene i s.
Cus ome s a e mo e likely o e u n and p omo e he business when such e o s show eal conce n.
I shows ha pe sonalized ca e wi h added bene i s can de ini ely inc ease loyal y owa d he company. T ue, mos
wings wan o e u n o he se ices and ecommend businesses whe e such e o s exp ess eal conce n, as Ta o de
e al. (2022) ound in his s udy on pe cei ed pe sonaliza ion and added- alue se ices, which ha e much bea ing on a
cus ome 's pe cep ion o se ice quali y and loyal y. Pe sonalized communica ion is ound o boos emo ional
sa is ac ion, which is a key de e minan o he beha io al pa onage epea acco ding o Lee and Lee (2019). Plus, adding
bene i s de elops he cus ome 's expe ience and hus s eng hens b and us and con inui y.
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1464
Pe sonaliza ion and alue-added se ices signi ican ly shape cus ome s’ pe cep ions o se ice quali y and hei
ongoing commi men o a b and. These se ices go beyond he ansac ion, showing cus ome s ha he company ca es
abou hei indi idual needs. Acco ding o Ta o de e al. (2022), pe cei ed pe sonaliza ion di ec ly impac s cus ome
engagemen and loyal y, especially when cus ome s eel uniquely ecognized and app ecia ed. This e ec is
compounded when alue-added ea u es, such as ee ins alla ions o loyal y pe ks, a e o e ed, enhancing bo h
sa is ac ion and e en ion. Fu he mo e, Lee and Lee (2019) ound ha emo ionally pe sonalized communica ion
con ibu es o emo ional sa is ac ion, which is a s ong p edic o o epea pa onage beha io . These s a egies, when
execu ed genuinely, os e a cus ome -cen ic cul u e whe e indi iduals eel alued, no jus as consume s, bu as long-
e m pa ne s in he b and’s jou ney.
7.5. Digi al Engagemen and Communica ion
Digi al engagemen and communica ion emphasize he need o adap o cus ome s’ digi al p e e ences and p o ide
imely, p oac i e communica ion. Mode n cus ome s expec as and e icien digi al in e ac ions. Some s a emen s
e ealed ha ,
• “People do mo e esea ch online now and expec as e , digi al communica ion.”
• “Se ice eminde s ia SMS, as -lane se ice, and ollow-up hank-you messages.”
This e eals ha o ganiza ions ha use digi al ools and p io i ize clea , imely communica ion a e be e posi ioned o
sa is y mode n cus ome demands. This app oach no only enhances he clien expe ience, bu i also inc eases long-
e m in ol emen and sa is ac ion.
Today's digi al ools a e blended wi h he equisi e quickness and clea ness in communica ions- he bes o ganiza ion
o mee ing wo ldly clien s. I would in e es cus ome s mo e in he expe ience su ounding he o e , enhancing
sa is ac ion. Technology has ad anced, acco ding o Shukla and Dubey (2021), in au oma ed ollow-ups and
no i ica ions sen o e mobile de ices o se ices. All hese o ms a digi al communica ion s a egy whose con ac
expe ience imp o es, and e en ion is ul ima ely inc eased.
Those who a e conside ed as beau i ul o age s now ha e mode n ools o he e y pu pose o being able o ul ill and
make he mos o he oppo uni y o dis ance and dep h. Today, i is he eby possible o engage wi h clien s on a le el
while main aining an inc ease o expe ience and sa is ac ion. Acco ding o Shukla and Dubey (2021), echnological
ad ances in au oma ed ollow-ups don' o ge o use no i ica ions o e he mobile channel o se ices. All hese o ms
a digi al communica ion s a egy whose con ac expe ience imp o es, wi h e en ion ul ima ely being inc eased.
These mode n digi al ools combine wi h imely and clea communica ions-an o ganiza ion mee ing wo ldly clien s
wi h a bes app oach. I would engage cus ome s u he in hei expe iences a ound he o e while enhancing
sa is ac ion. Acco ding o Shukla and Dubey (2021), he echnological b eak h ough in au oma ed ollow-ups and
mobile-based se ice no i ica ions; build a digi al communica ion s a egy whe e he cus ome 's expe ience
signi ican ly inc eases- e en ion as well.
I in eg a es echniques o a newly eme ged p omise ha is imely and clea communica ion-mode n app oaches in
which he bes -sui ed app oach goes in o he o ganiza ion-ha ing wo ldly clien s. This will engage cus ome s e en
mo e""in hei expe iences abou he o e -enjoy mo e sa is ac ion. Acco ding o Shukla and Dubey (2021),
echnological ad ancemen s made by au oma ed ollow-ups and no i ica ions o e he mobile channel o se ices
al oge he comp ise an en i e digi al communica ion s a egy, hus inc easing e en ion.
Digi al engagemen and imely communica ion ha e become i al in e aining mode n cus ome s who demand
e iciency and esponsi eness. As cus ome s inc easingly conduc esea ch online and expec eal- ime upda es,
businesses mus emb ace echnology-d i en app oaches o main ain ele ance. Shukla and Dubey (2021) highligh ed
he c i ical ole o au oma ed communica ion ools, such as SMS eminde s and mobile-based no i ica ions, in
s eng hening he o e all cus ome expe ience. Thei s udy ound ha digi al ools no only enhance ope a ional
e iciency bu also con ibu e o pe cei ed se ice quali y and e en ion. Fas -lane se ices, pe sonalized hank-you
messages, and p oac i e upda es all con ibu e o a digi al communica ion s a egy ha mee s he expec a ions o
oday’s ech-sa y clien ele. By s eamlining in e ac ions and ensu ing imely esponses, businesses can os e deepe
engagemen and long- e m loyal y, posi ioning hemsel es as adap i e and cus ome - ocused in a digi al- i s e a.
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Table 9 Challenges Encoun e ed in Cus ome Re en ion
Theme
Signi ican S a emen s/Examples
Fo mula ed Meaning
Resou ce and
S a ing Cons ain s
- “Managing expec a ions wi h limi ed
esou ces and keeping communica ion
anspa en .”
- “Limi ed manpowe and long pa s wai
imes.”
Limi ed esou ces and s a ing sho ages
hinde he abili y o mee cus ome demands
consis en ly.
Adap ing o Digi al
and Ma ke Changes
- “People a e mo e budge -conscious and
compa e op ions online.”
- “Keeping up wi h digi al-sa y buye s
and inconsis en supply chains.”
Rapid shi s in cus ome beha io and digi al
expec a ions equi e con inuous adap a ion.
Da a Managemen
and Cus ome
Engagemen
- “Ge ing upda ed con ac de ails and
eaching disengaged clien s.”
- “T acking epea buye s and in en o y-
o-sale u na ound.”
Main aining accu a e cus ome da a and
sus aining engagemen a e ongoing challenges.
Supply Chain and
In en o y Issues
- “Delayed logis ics and pa s
una ailabili y.”
- “P io i y s ock o loyal clien s and special
discoun s.”
Supply chain dis up ions and in en o y
sho ages impac imely se ice and cus ome
sa is ac ion.
This sec ion emphasizes he main challenges ha line manage s encoun e in cus ome e en ion, as shown h ough
hei di ec expe iences in he au omo i e indus y. Fou essen ial hemes eme ged om hei accoun s such as
esou ce and s a ing challenges, adap ing o digi al and ma ke changes, da a managemen and cus ome engagemen ,
and supply chain and in en o y issues. These hemes iden i y he complica ed se ing ha manage s mus unde go in
balancing limi ed esou ces as a esponse o apidly e ol ing digi al and ma ke expec a ions o main ain accu a e
cus ome da a, and cope wi h supply chain dis up ions. The expe iences sha ed by he pa icipan s desc ibe how hese
challenges di ec ly impac on he abili y o deli e consis en se ice, engage cus ome s e ec i ely, and sus ain loyal y
in a highly compe i i e en i onmen .
Pa icipan s e ealed a ious challenges encoun e ed in cus ome e en ion wi hin he au omo i e indus y. The
ollowing hemes a e shown Resou ce and S a ing Cons ain s, Adap ing o Digi al and Ma ke Changes, Da a
Managemen and Cus ome Engagemen , and Supply Chain and In en o y Issues.
7.6. Resou ce and S a ing Cons ain s
This heme ocuses on he challenges ha au omo i e businesses con on while managing clien expec a ions wi h
limi ed esou ces and s a . When eams a e o e bu dened o equi ed pa s a e delayed, i becomes di icul o mee
clien expec a ions consis en ly. As s a ed by he pa icipan s,
• “Managing expec a ions wi h limi ed esou ces and keeping communica ion anspa en .”
• “Limi ed manpowe and long pa s wai imes.”
The abo e esul leads o a s a ing and esou ce cons ain ha has a di ec bea ing on he abili y o he se ice o be
as and eliable which can e en a ec cus ome sa is ac ion and e en ion le els. An accoun o he appa en e ec s o
s a ing and esou ce cons ain s includes blocking as e and mo e eliable se ice, he eby leading o cus ome
dissa is ac ion, possible less sales, and likely e en ion h ea s. Acco ding o Ryu and Lee (2020), un ained use o he
wo k o ce capabili ies and ope a ions would lessen he se ice agili y in cus ome -cen ic indus ies. Fo he same
eason Nguyen e al. (2021) human capi al and logis ical cons ain s impeded se ice quali y and cus ome loyal y in
he a e -sales sec o , which shows a need o s a egic esou ce planning in line wi h open communica ion wi h
cus ome s o b idge such se ice deli e y gaps.
The ul ima e au omo i e se ice indus y p essu e in ol es he demands o clien s up agains inadequa e s a and
insu icien esou ces. I beholds huge implica ions in se ice speed, quali y, and consis ency, which also en ails
cus ome sa is ac ion and e en ion. Ryu and Lee (2020), a gue ha unde -u iliza ion o insu icien human capabili y
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1466
does apply in he ins ances whe e insu icien ly clea me hods o ope a ion slow down se ice agili y especially in he
indus ies depending on ins an ou - u n iming o cus ome se ice. In he same way, Nguyen e al. (2021) con i med
he ac ha he wo aspec s o human capi al and logis ical componen ba ie s imp ison a e -sales se ice quali y ha
can inju e clien us and loyal y. All hese in e nal indings hus u he con i m he u gen need o s a egic planning
o wo k o ce and esou ces. T anspa en communica ion accompanied ac oss e en he gene ally ske chy eams abou
hei limi a ions ega ding esou ce a ailabili y c ea es a ainable expec a ions and keeps cus ome ai h in andem
wi h he nega i e e ec ha i b ings abou on long- e m loyal y impac .
7.7. Adap ing o Digi al and Ma ke Changes
This heme emphasizes he demand on au omo i e companies o s ay upda ed wi h as changing clien p e e ences and
digi al ends. As cus ome s become mo e cos -conscious and digi ally awa e, businesses mus cons an ly adap o
emain compe i i e. Rela i ely,
• “People a e mo e budge -conscious and compa e op ions online.”
• Keeping up wi h digi al-sa y buye s and inconsis en supply chains.”
Those changing consume expec a ions and loyal y will he e o e ace he need o in es men by he manu ac u ing
indus y in digi al echnologies and lexible p ac ices.
Au omo i e ype should adop digi al echnologies hence i will comply wi h lexibili y and changing needs o consume s
while c ea ing cus ome loyal y. Digi al ans o ma ion is ac ually e y i al in se ice deli e y in he au omo i e
indus y, as i allows an o ganiza ion o synch onously ca y ou inno a ions alongside spon aneous pu chases and
changes in cus ome in o ma ion seeking beha io s, as he e a e o men ion he leas , acco ding o Cha e jee e al.
(2021). Hence, like p inciples, Kim and pa k ha e championed he cause a guing ha digi al adap abili y alongside
ma ke esponsi eness a e c i ical ac o s in inc easing he odds o e aining he ech-sa y cus ome in his hype -
compe i i e business.
The changing pace o digi al echnologies and ma ke beha io s demands he au omo i e Indus ies o cons an ly
inno a e and adjus con inuously. Today's cus ome s a e mo e han e e digi ally li e a e, p ice-conscious, and
compa ison shoppe s o se ices on he In e ne . To ul ill hese unc ions, he au omo i e companies had o adap o
digi al ans o ma ion and lexible business p ac ices. Mos clea ly, adap ing digi ally becomes c ucial when he
company is aced wi h new, he e ogeneous cus ome beha io pa e ns, o example, by compa ison and cus omiza ion
o se ices as well as alue-based decisions. Rega ding digi al esponsi eness, Kim and Pa k (2020) added ha
companies capable o in eg a ing his capaci y in o hei unc ional models a e highly likely o e ain cus ome s as
condi ions become highly compe i i e. The e o e, he aspec o lexibili y in coping wi h e ol ing consume expec a ions
and digi al ends has become he de ining ea u e o cus ome loyal y as well as ele ance in he ma ke .
7.8. Da a Managemen and Cus ome Engagemen
This heme ocuses on he cons an p oblem o p ese ing accu a e cus ome in o ma ion and engaging cus ome s
h oughou hei ela ionship wi h he company. F agmen ed o obsole e da a can impede e ec i e communica ion and
pe sonalized se ice. As men ioned by he pa icipan s,
• “Ge ing upda ed con ac de ails and eaching disengaged clien s.”
• “T acking epea buye s and in en o y- o-sale u na ound.”
This means ha wi hou s ong da a managemen and engagemen me hods, i ms isk losing con ac wi h hei
cus ome s, ende ing e en ion e o s ine ec i e.
Wi hou excellen da a managemen and engagemen sys ems, i ms isk losing con ac wi h hei cus ome s, he eby
ende ing e en ion in e en ions nuga o y. Acco ding o Ve hoe e al. (2021), excellen cus ome ela ionship
managemen (CRM) sys ems and eal- ime da a a e a he hea o pe sonalized ma ke ing and cus ome engagemen .
In a simila s udy, Si a ajah e al. (2020) said ha da a-d i en decisions-making and analy ics in cus ome engagemen
s a egies can g ea ly enhance cus ome e en ion and sa is ac ion le els in based indus ies.
Main aining accu a e and ac ionable cus ome da a is essen ial o meaning ul engagemen and e en ion. Wi hou
obus sys ems o da a managemen , businesses isk communica ion b eakdowns and he loss o pe sonalized se ice,
which a e key d i e s o loyal y. Ve hoe e al. (2021) con end ha cus ome ela ionship managemen (CRM) pla o ms
and eal- ime analy ics a e c i ical in deli e ing pe sonalized expe iences ha inc ease cus ome engagemen and

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epea pa onage. Suppo ing his iew, Si a ajah e al. (2020) ound ha o ganiza ions employing da a-d i en
engagemen s a egies we e signi ican ly be e a enhancing cus ome sa is ac ion and educing chu n a es. Wi h
p ope da a in eg a ion, au omo i e i ms can ack cus ome beha io , send ele an upda es, and design e en ion
s a egies based on accu a e insigh s, hus sus aining long- e m cus ome ela ionships.
7.9. Supply Chain and In en o y Issues
This heme ocuses on he e ec s o supply chain in e up ions and in en o y sho ages on cus ome se ice. Delays in
logis ics and pa a ailabili y can upse cus ome s and unde mine loyal y e o s. Some o he pa icipan s no ed,
• “Delayed logis ics and pa s una ailabili y.”
• “P io i y s ock o loyal clien s and special discoun s.”
This shows ha ha con inuing supply chain and in en o y di icul ies can diminish cus ome sa is ac ion, so
o ganiza ions mus ind inno a i e ways o sus ain se ice quali y and ewa d loyal consume s.
Supply chain and in en o y oubles can demo e cus ome sa is ac ion. Hence, he o ganiza ions mus come up wi h
no el app oaches o sus aining se ice quali y and ewa ding loyal consume s. As B usse and Telle (2019) obse ed,
supply chain agili y and in en o y anspa ency a e c ucial o sus aining se ice consis encies and educe cus ome
dissa is ac ion du ing in e up ions. Simila ly, Ruel e al. (2022) ad anced loyal y s a egies o concen a ed epea
cus ome s wi h exclusi e bene i s ha can mi iga e he ad e se e ec s o supply sho ages on cus ome pe cep ions
and e en ion.
Dis up ions in he supply chain and in en o y sho ages ha e a di ec impac on cus ome se ice, especially in
au omo i e con ex s whe e pa s a ailabili y is essen ial o imely se ice deli e y. These in e up ions o en lead o
cus ome dissa is ac ion and educed b and loyal y. B usse and Telle (2019) highligh ed ha supply chain agili y and
in en o y isibili y a e essen ial o main aining se ice quali y du ing dis up ions, sugges ing ha businesses mus
build mo e esilien logis ics sys ems. Fu he mo e, Ruel e al. (2022) p oposed ha o e ing exclusi e bene i s and
p io i izing s ock o loyal cus ome s can help mi iga e he nega i e e ec s o such supply issues. These s a egies, when
aligned wi h p oac i e communica ion, can main ain cus ome us e en in pe iods o ope a ional s ain, ul ima ely
p ese ing cus ome sa is ac ion and loyal y.
This sec ion indica es he key coping mechanisms u ilized by he line manage s in he au omo i e indus y o enhance
cus ome e en ion, based on hei p ac ical expe iences. Th ee main hemes was no ed om hei insigh s gi en as
p oac i e and pe sonalized communica ion, le e aging digi al ools and CRM sys ems, and alue-added se ices and
lexibili y. These hemes iden i ies how manage s ac i ely add ess cus ome needs by main aining egula ,
indi idualized con ac , u ilizing ad anced echnology o s eamline in e ac ions, and o e ing bene i s and lexible
solu ions. Thei expe iences e eal ha combining human-cen e ed communica ion wi h echnological suppo and
cus ome - ocused incen i es is essen ial o o e coming e en ion challenges and os e ing long- e m loyal y.
Table 10 Coping Mechanisms in Cus ome Re en ion
Theme
Signi ican S a emen s/Examples
Fo mula ed Meaning
P oac i e and
Pe sonalized
Communica ion
- “Don’ wai o hem o complain—
check in o en.”
- “Scheduled check-ins and bi hday
g ee ings.”
Regula , p oac i e, and pe sonalized ou each
builds us and p e en s cus ome
dissa is ac ion.
Le e aging Digi al
Tools and CRM
Sys ems
- “Toyo a p o ides CRM ools, aining
modules, and cus ome ela ions
semina s.”
- “CRM dashboa ds and messaging
empla es.”
U ilizing echnology and CRM sys ems enables
e icien acking and ailo ed cus ome
in e ac ions.
Value-Added
Se ices and
Flexibili y
- “Flexible paymen plans and as
p ocessing.”
- “Exclusi e membe s-only pe ks and a
ewa ds app.”
O e ing pe ks, lexible solu ions, and exclusi e
bene i s s eng hens loyal y and add esses clien
needs.
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Va ious coping mechanisms was u ilized by wo ke s in he au omo i e indus y o e ain cus ome s and e ealed
hemes as shown: P oac i e and Pe sonalized Communica ion, Le e aging Digi al Tools and CRM Sys ems, and Value-
Added Se ices and Flexibili y.
7.10. P oac i e and Pe sonalized Communica ion
This heme emphasizes he signi icance o communica ing wi h clien s on a equen and indi idualized basis. P oac i e
communica ion os e s us and esol es issues be o e hey escala e, lea ing consume s eeling alued and ca ed o .
Acco ding o some o he pa icipan s,
• “Don’ wai o hem o complain—check in o en.”
• “Scheduled check-ins and bi hday g ee ings.”
This implies ha pe sis en , indi idualized ou each no only minimizes unhappiness bu also enhances he cus ome -
se ice p o ide ela ionship, hence p omo ing long- e m commi men .
Cus omized ou each educes discon en , imp o ing cus ome ela ionship se ice p o ide s, hus esul ing in long-
e m commi men . Lee and Kang (2019), p oac i e cus ome communica ion c ea es a g ea le el o sa is ac ion among
cus ome s, as hei conce ns a e handled be o e hey a e aised; hus, g ea e cus ome loyal y is achie ed. Fu he ,
Guenzi and Habel (2020) asce ained ha pe sonalizing se ice in e ac ions-such as emembe ing key de ails abou
clien s-de elops an emo ional appeal, which is c ucial in sus aining cus ome ela ionships.
In he ealm o cus ome e en ion, p oac i e and pe sonalized communica ion plays a i al ole in s eng hening
cus ome ela ionships. Regula check-ins, bi hday g ee ings, and conce n esolu ion be o e complain s a ise
con ibu e o an emo ional connec ion be ween he cus ome and he se ice p o ide . Lee and Kang (2019) ound ha
p oac i e communica ion no only educes dissa is ac ion bu also os e s g ea e cus ome loyal y by add essing issues
be o e hey escala e. Guenzi and Habel (2020) u he emphasized ha pe sonaliza ion—such as ecalling pe sonal
de ails o p e e ences—enhances emo ional engagemen , which is c i ical o long- e m ela ionship building. These
indings sugges ha scheduled, indi idualized ou each nu u es us and ein o ces he pe cep ion ha cus ome s
a e genuinely alued, making hem mo e likely o emain loyal o he b and.
7.11. Le e aging Digi al Tools and CRM Sys ems
This heme ocuses on using echnology and cus ome ela ionship managemen (CRM) sys ems o inc ease cus ome
e en ion. Digi al ools help o expedi e communica ion, ack clien in e ac ions, and p o ide pe sonalized se ice.
Pa icipan no ed ha ,
• “Toyo a p o ides CRM ools, aining modules, and cus ome ela ions semina s.”
• “CRM dashboa ds and messaging empla es.”
This poin s ou ha in eg a ing digi al echnologies wi h CRM sys ems allows o ganiza ions o manage cus ome da a
mo e e icien ly, p o ide imely and app op ia e communica ion, and ul ima ely imp o e he cus ome expe ience.
O ganiza ions a e in eg a ing digi al echnologies wi h cus ome ela ionship managemen (CRM) sys ems o be e
manage hei cus ome da a, hei eal- ime deli e y o communica ion, and he cus ome expe ience. Acco ding o
Cha e jee e al. (2021), CRM echnologies help o ganiza ions o manage long- e m ela ionships wi h cus ome s and o
deli e pe sonalized se ices. Simila ly, acco ding o Alghisi and Saccani (2020), digi al ins umen s such as au oma ed
messaging, acking sys ems, and clien p o iles con ibu e o be e cus ome li ecycle managemen and, he e o e,
allow businesses o ul ill speci ic needs on a la ge scale.
Digi al ans o ma ion and cus ome ela ionship managemen (CRM) sys ems ha e become essen ial o managing long-
e m cus ome engagemen in he au omo i e indus y. These ools help s eamline cus ome in e ac ions, o ganize
clien p o iles, au oma e communica ion, and ailo se ices o indi idual needs. Cha e jee e al. (2021) no ed ha CRM
sys ems signi ican ly enhance he deli e y o pe sonalized se ices, allowing companies o manage cus ome
ela ionships wi h p ecision and consis ency. Simila ly, Alghisi and Saccani (2020) highligh ed he s a egic impo ance
o digi al ools such as CRM dashboa ds, au oma ed messaging empla es, and eal- ime acking sys ems in suppo ing
cus ome li ecycle managemen . The in eg a ion o hese echnologies enables se ice p o ide s o espond p omp ly
o cus ome needs and imp o e o e all sa is ac ion—bo h c i ical o enhancing cus ome loyal y in a compe i i e
ma ke .
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7.12. Value-Added Se ices and Flexibili y
This heme demons a es he need o p o iding addi ional bene i s and adap able solu ions o ul ill clien expec a ions.
Value-added se ices and lexible op ions make cus ome s eel alued and boos hei likelihood o emaining loyal.
Pa icipan s exp essed ha
• “Flexible paymen plans and as p ocessing.”
• “Exclusi e membe s-only pe ks and a ewa ds app.”
This demons a es ha o e ing ex a bonuses and lexible a angemen s helps o mee unique consume needs, os e s
loyal y, and dis inguishes he company om compe i ion.
T us h ough ex a ewa ds o lexible condi ions was es ablished o ca e o indi idual consume needs and ack he
company apa om i s compe i o s. Se ice pe sonaliza ion and ex a alue c ea e a posi i e image abou he o e and
encou age epea pa onage (Kau a e al.; 2021). Khan e al. (2019) ound ha loyal y p og ams, lexible inancing, and
cus ome -cen ic se ices a e esponsible o b and a achmen and cus ome e en ion in he au omo i e and e ail
sec o s.
P o iding alue-added se ices and lexible solu ions is a s ong di e en ia o in os e ing cus ome loyal y in he
au omo i e indus y. Whe he h ough lexible paymen plans, exclusi e pe ks, o loyal y ewa d apps, such o e ings
enhance cus ome sa is ac ion and e en ion. Kau a e al. (2021) emphasized ha pe sonalized se ices and added
alue ini ia i es posi i ely in luence b and image and inc ease he likelihood o epea pa onage. Simila ly, Khan e al.
(2019) ound ha loyal y p og ams, adap i e inancing, and cus ome -cen ic inno a ions di ec ly con ibu e o
s onge b and a achmen and e en ion. These s a egies no only mee indi idual clien expec a ions bu also
dis inguish businesses om hei compe i o s by enhancing he o e all se ice expe ience, leading o deepe and mo e
endu ing cus ome ela ionships.
7.13. Final Model o Cus ome Re en ion in he Au omo i e Indus y
The inal model highligh s he essen ial ac o s h ough which cus ome e en ion in he au omo i e indus y is
achie ed, pa icula ly in he con ex o Toyo a Cebu Ci y, Inc. I shows ha se ice quali y and con enience di ec ly
con ibu e o cus ome e en ion, which highligh s ha eliable se ices and ease o ansac ions o m he basic
expec a ions o cus ome s. Howe e , hese ac o s also in luence pe sonalized and cus omized cus ome engagemen ,
which se es as a powe ul media ing a iable. This engagemen goes beyond he basic se ice o e ings which allows
businesses o build deepe , mo e pe sonalized ela ionships wi h hei cus ome s—ul ima ely in luencing hei
decision o emain loyal o he b and.
Figu e 5 Final Model o Cus ome Re en ion in he Au omo i e Indus y
Mo eo e , he model indica es ha cus ome engagemen is no me ely a esul o good se ice and con enience bu a
s a egic d i e ha enhances he o e all cus ome expe ience. When cus ome s eel alued and ecognized h ough
pe sonalized communica ion and se ices, hei likelihood o emaining wi h he company inc eases. This means ha
o au omo i e businesses aiming o s eng hen cus ome e en ion, e o s mus be ocused no only on imp o ing
ope a ional aspec s bu also on c a ing expe iences ha esona e pe sonally wi h cus ome s. This in eg a ed app oach
p o ides a comp ehensi e unde s anding o he concep s a play and o e s p ac ical guidance o e en ion- ocused
s a egies.
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8. Conclusion
The indings o his s udy e eal ha while cus ome sa is ac ion, se ice quali y, and cus ome ela ionships a e
gene ally s ong wi hin he au omo i e sec o , he e emain speci ic a eas ha wa an a en ion and imp o emen .
Cus ome s consis en ly a ed se ice quali y and con enience highly, pa icula ly in aspec s such as eliabili y, minimal
wai ing ime, and cleanliness, which eme ged as no able s eng hs. Posi i e e alua ions we e also gi en o p icing,
employee compe ence, and a e -sales suppo , hough aspec s such as empa hy, pe cei ed alue, and he managemen
o wa an ies we e iden i ied as a eas wi h oom o g ow h. One o he mos signi ican insigh s was he s ong
in luence o cus ome ela ionships on o e all sa is ac ion, highligh ing he need o o ganiza ions o ocus no jus on
se ice deli e y, bu also on cul i a ing meaning ul clien ela ionships. Add essing exis ing challenges such as limi ed
esou ces, he pace o digi al adap a ion, and supply chain limi a ions is also c i ical. The s udy ound ha p oac i e
s a egies, including clea communica ion and he in eg a ion o digi al echnologies, ha e p o en e ec i e in educing
hese challenges and imp o ing cus ome e en ion ou comes.
O e all, while he au omo i e indus y has made subs an ial p og ess in implemen ing cus ome e en ion s a egies,
con inuous imp o emen is essen ial o mee e ol ing consume expec a ions and shi ing ma ke dynamics. S a is ical
analysis con i med a s ong posi i e co ela ion be ween se ice o e ings and cus ome e en ion, wi h s epwise
eg ession iden i ying se ice quali y and con enience as signi ican p edic o s o loyal y. This ein o ces he indus y’s
obliga ion o uphold high se ice s anda ds while explo ing new s a egies o enhance cus ome engagemen . Fu u e
gains in cus ome sa is ac ion and loyal y will likely hinge on inc easing employee in ol emen , emb acing digi al
inno a ion, and deli e ing mo e pe sonalized, alue-added se ices.
Gi en hese indings, se e al ecommenda ions a e p oposed. Fi s , au omo i e business owne s should p io i ize
ela ionship-building and in es in employee aining o os e iendliness, p o essionalism, and pe sonalized se ice
in e ac ions. Second, manage s and supe iso s should ou inely audi loyal y p og ams and online se ice mechanisms
o iden i y po en ial gaps in cus ome e en ion. Thi d, cus ome se ice eams mus p ac ice p oac i e communica ion,
including egula check-ins and pe sonalized g ee ings, o build appo and long- e m us . Fou h, policymake s a e
encou aged o suppo he au omo i e sec o by p omo ing wo k o ce de elopmen and digi al ans o ma ion
ini ia i es o add ess p essing conce ns ela ed o s a ing, esou ces, and echnology adop ion. Las ly, u u e
esea che s a e u ged o assess he long- e m impac s o digi al engagemen and alue-added se ices on cus ome
sa is ac ion and e en ion, while also explo ing new solu ions o he b oade challenges acing he indus y.
The s udy’s implica ions a e signi ican bo h heo e ically and p ac ically. The indings unde sco e he cen al ole o
con enience and se ice quali y—speci ically assu ance, esponsi eness, empa hy, and eliabili y—as ounda ional
elemen s o an e ec i e cus ome e en ion s a egy. These insigh s no only ea i m he ele ance o he SERVQUAL
model bu also ex end i by emphasizing he c i ical ole o con enience as a mode n de e minan o sa is ac ion. The
s udy also aligns wi h Expec a ion-Con i ma ion Theo y (ECT), sugges ing ha seamless, accessible, and high-quali y
se ice encoun e s s ongly ul ill cus ome expec a ions and, in u n, s eng hen b and loyal y.
In addi ion, he s udy highligh s he ans o ma i e po en ial o digi aliza ion in shaping cus ome sa is ac ion and
e en ion. Tools such as CRM sys ems, omnichannel se ice pla o ms, and ailo ed communica ion s a egies enable
deale ships o deli e as , pe sonalized, and ic ionless expe iences ha align wi h oday’s e ol ing consume
expec a ions. This digi al shi challenges adi ional se ice models and calls o a hyb id app oach ha balances
human-cen ic se ice quali y wi h echnology-enabled con enience. This p esen s an expanded iew o se ice
deli e y amewo ks in he digi al e a.
Fo p ac i ione s, he insigh s o his s udy unde sco e he impo ance o main aining excellence in co e se ice
dimensions while simul aneously in es ing in digi al capabili ies and alue-enhancing inno a ions. Le e aging da a
analy ics, p edic i e ools, and omnichannel engagemen allows businesses o an icipa e cus ome needs, ini ia e
p oac i e ou each, and deli e expe iences ha os e las ing loyal y. Adap ing o digi al ends and esponding o
shi ing consume beha io s is no me ely ad an ageous—i is essen ial o compe i i eness in he mode n au omo i e
indus y.
Looking ahead, u u e esea ch should explo e he combined and compa a i e impac s o digi al and ace- o- ace se ice
in e ac ions on cus ome sa is ac ion and e en ion. S udies migh also in es iga e he ole o eme ging echnologies—
such as a i icial in elligence, connec ed ehicles, and deepe pe sonaliza ion—in shaping cus ome expe iences ac oss
di e se ma ke segmen s. The e is also a need o e ine and expand heo e ical models like SERVQUAL and ECT by
in eg a ing digi al componen s and o e ing p ac i ione s ac ionable insigh s ha espond o ongoing changes in
consume expec a ions and echnological inno a ion.