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Toyota's Goodwill At It's Peak
In a survey it was learnt that the level of overall satisfaction with their vehicles' quality was equally high among Toyota owners and owners of other vehicles. Infact it was more in comparison to other car brands.
Vikas Mittal, the J. Hugh Liedtke Professor of Marketing at Rice, said: "The recall does not seem to have dampened Toyota owners' evaluations of their vehicles. Before the recalls, Toyota's reservoir of brand equity was seen as unparalleled among its customer base. That didn't just vanish. The consistent and high level of satisfaction with the brand experience means that their current customers are viewing this performance lapse as an anomaly."
Mittal and his co-authors Rajan Sambandam, are proud that Toyota's goodwill led to a "brand insulation effect" protected the company from the recall's negative effects coming from current customers.
All the findings from our survey come to the conclusion that Toyota's customer base is insulated because of its consistent and high customer satisfaction levels in the past. Toyota is a live example of how customer satisfaction is maintained.
As part of the study, Toyota owners were asked to rate on the 0-to-10 scale, their ratings averaged an 8, whereas other automobile owners' ratings averaged a 4.
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