2020 Volume 71 Issue 1 Pages 12-23
A firm's customer base is its “ultimate management asset” because of the existence of loyal customers. These customers make a significant contribution to profits because of their repeat purchase behavior. Therefore, it is important to identify the factors that influence repurchase intention and to invest effectively by analyzing overall corporate activity. However, only a limited number of cases have been evaluated across various business activities and touchpoints with customers. In this study, factors that contribute to repurchase intention were evaluated from the perspective of corporate brand images, products, and sales in the automobile industry using covariance structure analysis. It was found that the attractiveness of sales staff was the most effective factor, followed by the attractiveness of products and lastly, corporate brand images. Each factor can be further decomposed into the following influential sub-factors: products (“comfort performance, safety performance, and status”); sales staff (“reliability, quick response, and ease of consultation”); and corporate brand images (“advanced, creative, and challenging”). It has been pointed out that in many companies, a large number of projects is causing a decline in productivity and employee morale. One reason is that although the priority of each department can be determined, it may be difficult to do so from a company-wide perspective. Therefore, it is useful to have a standard that can approximately determine the priorities regarding the project plans of each department from a company-wide perspective.
