Vägen till lojalitet : En kvantitativ studie om lojalitet på den svenska bilmarknaden

Sammanfattning: Background and purpose: In a highly competitive market such as the Swedish car market, it is of great importance for companies to gain a loyal customer base. Loyal customers have proven to entail several benefits. The purpose of the study is to show which factors make consumers loyal to a car brand and to clarify any differences between genders in this matter. Theory: The theory presents important concepts within the research field. It is also identified which factors have an impact on loyalty in previous studies. Through the review of scientific articles, ten factors emerge with a certain influence on loyalty. Method: The study has been carried out using a quantitative research strategy with a deductive approach. The primary data was collected using a digital survey where the question was designed based on previous researchers' questions and conclusions. The total sample consisted of 408 respondents, of which 48 were inconclusive. The result of the survey was analyzed using correlation analyzes and descriptive statistics in IBM SPSS-statistics. Results: In the results section of the study, the result of correlation analyzes are presented for the entire population, separately for women and men and for demographic factors. The results of the descriptive statistics were presented with the mean value and standard deviation. Analysis and discussion: Each factor is analyzed and discussed separately based on the results of the correlation analyzes but also with the previous research in the field. Differences between gender and demographic factors are addressed and analyzed. Conclusion: The study shows that all factors that are subject of investigation have a positive and significant correlation with loyalty. The correlations are of different strengths, where the strongest for the entire population and for men and women separately is the factor called car quality. The conclusion also clarifies differences as well as some similarities between the legal genders and offers suggestions for practical implications for both car manufacturers and retailers.