Performance of direct mail in building customer loyalty in Greek automotive sector during the financial crisis
by Lila Malliari; Ibrahim Sirkeci
International Journal of Business Performance Management (IJBPM), Vol. 18, No. 1, 2017

Abstract: This paper focuses on the performance of direct mail as a key marketing communication tool in customer retention and a loyalty building instrument during the financial crisis in Greek automotive sector. The major transnational car brand Toyota in Greece is selected to investigate the performance of direct mail in enticing customer loyalty during a financial crisis. Athens and Salonica, the two largest cities in Greece, were chosen as the study locations because they comprise the largest segment of the automotive market and have been the main stage for the conflicts and reactions to the crisis between 2010 and 2015. In partnership with a major research agency and Toyota Hellas, a questionnaire was distributed, and 383 completed questionnaires were returned. The results were analysed through analysis of variance with covariates (ANCOVA) and mediated regression analysis. It was found that direct mail has a direct effect on customer attitudinal loyalty, and behavioural loyalty is dependent on customer satisfaction related to direct mail. This paper provides new insights on the effect of direct mail on customer loyalty during economic crises. Showing the performance and role of direct mail in crisis environment is likely to help managers better understand their customers and enhance loyalty.

Online publication date: Fri, 09-Dec-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Performance Management (IJBPM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com