Are Your Customers “Attitudinally Loyal” – And Why Should You Care? (Part 1) - AutoSuccessOnline

Are Your Customers “Attitudinally Loyal” – And Why Should You Care? (Part 1)

Customer loyalty can be broken down into two key categories: behavioral loyalty and attitudinal loyalty. Behavioral loyalty refers to your repeat customers. They continuously buy vehicles and service from your dealership over time, out of habit or necessity.

Customer loyalty can be broken down into two key categories: behavioral loyalty and attitudinal loyalty. Behavioral loyalty refers to your repeat customers. They continuously buy vehicles and service from your dealership over time, out of habit or necessity. Attitudinally loyal customers are more psychologically connected to your brand. These people have a favorable opinion of your dealership. In fact, they feel so strongly about it, they will use positive word-of-mouth recommendations to influence others and drive business straight to your door.

Behavioral loyalty is very important for any dealership’s bottom line. These folks are repeat revenue drivers. They also help dealers keep their marketing costs down, as they are already “hooked” and easier to reach. But what else do you really know about them? Just because they keep coming back does not always mean they have an overall favorable attitude toward your dealership. They may be loyal out of habit, convenience or simply because it’s too much of a hassle to change things up.

The concept of customer loyalty is broad and complex. Simply recording and tracking a customer’s dealership interactions in your CRM does not help you truly understand their opinions or motivators — or how to effectively build your brand. This is where attitudinal loyalty comes into play, and it’s a much “deeper dive.”

Why do these customers keep coming back? What are their experiences and encounters with your employees like? What are their motivations, influencers, perceptions and attitudes toward your dealership in both sales and service?

Obtaining this information can help you develop more relevant, targeted marketing strategies and add more attitudinally loyal customers to your base. This is essential because customers who are attitudinally loyal to your dealership will become your “brand evangelists.” Whether in person, on your Website or on social media, they will sing your praises to everyone they know. This not only helps you increase sales, but it also builds your dealership’s brand.

Simply put, attitudinally loyal customers are far more profitable for your dealership than those who are only behaviorally loyal.

How can you track behavioral loyalty, but also find out how attitudinally loyal those customers really are? Furthermore, how can you keep your already-loyal customers happy, while also enticing those non-attitudinally loyal consumers to become satisfied, devoted “brand evangelists” for your dealership?

The short answer: attitudinal research.

Stay tuned for Part 2 where we will discuss attitudinal research and how it can increase your profitability.

Faith Logan

You May Also Like

New Research Reveals Age and Gender Differences in Vehicle Add-On Purchases

Are there certain age/gender demographics with a higher propensity of purchasing any specific set of VPPs? This study sheds light on consumer preferences and priorities when it comes to safeguarding and maintaining vehicles.

study about age and gender differences - man and woman

By Tom Oscherwitz, VP of Legal and Regulatory Advisor at Informed.IQ

When consumers purchase cars at an auto dealer, they often buy supplemental products and services called voluntary protection products (VPPs). These provide additional coverage and protection for certain vehicle components or services not covered by or beyond the manufacturer's original warranty. 

How Generative AI Is Impacting Auto Lending Compliance

What is often left out of recent headlines, is the extraordinary power of AI to reduce harm, including fair lending and discrimination risks.

5 Predictions for Front-Line Chat Solutions

In the next few years, prepare for a chat solution that must act like a personal greeter to every customer who visits your digital showroom.

Maximizing Fleet Uptime: A Dealer’s Guide

This guide provides actionable insights for dealers to ensure their fleets are always on the move.

Your Service Department’s Undervalued Opportunity: Streamlining RO Stories

Consider how much time repair event stories take to write. Now, multiply that by the number of technicians employed at your dealership and you could easily be wasting hundreds of technician hours every month.

Other Posts

You Want Me to Pay for WHAT?!

Arming yourself with this firsthand knowledge will let you make informed decisions and allocate your budget toward increased profitability in ways you simply cannot hope to when you’re playing telephone with your manager charged with executing on marketing.

Wikimotive, trade shows, marketing,
Crafting a Cohesive Brand Identity

Upholding a cohesive brand image is vital. Learn how photography plays a pivotal role in reinforcing a dealership’s professionalism.

Crafting a Cohesive Brand Identity The Impact of Professional Photos in Maintaining Consistency Across Marketing Materials
Is Marketing Both the Problem and Solution for the EV Market?

Marketing can answer consumers’ questions and demystify the EV buying journey.

Is Marketing Both the Problem and Solution for the EV Market? myAutoIQ article
Scalpel or Machete? Cut Marketing Wisely

Understanding which of your marketing efforts is actually performing and where to cut safely is critical to success and growth this year.

December 2023 cover feature-Understanding which of your marketing efforts is actually performing and where to cut safely is critical to success and growth this year.