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Over the years, research in the field of the relationship between satisfaction and loyalty has been confronted with a number of conceptual, methodological, analytical as well as operational drawbacks. We introduce an analysis method, based on machine learning techniques. The method provides insight into the nature of the relationship between satisfaction and loyalty. In this article, building on previous research concerning brand and dealer loyalty, the relationship between satisfaction with the car, satisfaction with the dealer (sales and after-sales), brand loyalty and dealer loyalty (sales and after-sales) has been investigated. The method has been evaluated and the results are compared with the results of a frequently used method.

A case study in loyalty and satisfaction research