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In this paper a general framework is developed for linking measures from quality to business performance via customer satisfaction and loyalty. The authors illustrate how the framework has been applied at Volvo Car Corporation. The example shows that it is possible to establish where a company should focus its improvement efforts in order to make it pay off. In this example Volvo gains a greater number of loyal customers who spend more money with the company.

Measuring and managing the satisfaction–loyalty–performance links at Volvo