BRAND LOYALTY IN THE TIME OF CRISIS: PERCEPTIONS OF VOLKSWAGEN BY CUSTOMERS IN SARAJEVO

BRAND LOYALTY IN THE TIME OF CRISIS: PERCEPTIONS OF VOLKSWAGEN BY CUSTOMERS IN SARAJEVO

Dinarevic, Damir

In this study the customers’ loyalty of company Volkswagen will be discussed. The issue is very attractive, since the company was facing crisis being accused for software cheats on pollution checkouts. Since they are present in Bosnia and Herzegovina for many years, and some parts were produced on this area, it is suitable that market of Bosnia, and especially market of Sarajevo, would be researched to check how strong loyalty of customers is. The survey was created in order to collect data. In three parts of capital city Sarajevo (Sarajevo City Center, Grand Center and Old Town) people were randomly surveyed. Regression analysis was done, where trust in brand was dependent variable. We found that trust in brand is positively related to brand loyalty, discovering that customers in Sarajevo are loyal to Volkswagen. Studies like this can be done in other countries as well, helping Volkswagen to rebuild trust in customers who were affected by this crisis. Keywords: Customer Loyalty, Brand Loyalty, Volkswagen, Bosnia and Herzegovina, Sarajevo

Thesis
NonPeerReviewed

2016

3608