Analysis of customer satisfaction with and loyalty to a selected brand in the automobile industry

Abstract

The principal aim of this article is to present an analysis of customer satisfaction and loyalty with respect to the Škoda brand. The analysis included conducting marketing research using a questionnaire survey, the results of which were used to calculate the customer satisfaction index, the customer loyalty index and the net promoter score. First, the article presents definitions of the basic terminology, such as brand, customer, customer satisfaction and customer loyalty, and selected methods used in their determination. The results in the customer loyalty index and the net promoter score suggested good loyalty results. The presented research can also be applied to other brands and other sectors of the economy. The research results led to targeted measures aimed at increasing customer satisfaction and loyalty with respect to the Škoda brand.