The Relationship Between Initial Quality Perceptions and Maintenance Behavior: The Case of the Automotive Industry

Abstract

We examine the relationship between quality, represented by consumer ratings, and quality-related activities by the customer, represented by maintenance activities in the automotive industry. Based on several converging theoretical perspectives, we present and test a model relating vehicle initial quality ratings to consumers' routine maintenance. Three types of data were collected for the study: (1) vehicle service records at a local dealership, (2) primary data from a survey of vehicle owners, and (3) Consumer Reports data on quality ratings and initial purchase prices. The results of a structural equation analysis of the proposed model indicate a significant link between quality and customers' quality behavior. This link has important strategic implications for both automotive manufacturers and distributors, particularly as "leasing" becomes more prevalent in the industry.Service Quality, Product Quality, Maintenance, Self-Fulfilling Prophecy, Automotive Industry

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