International Journal of Business and Economics Volume 16, No. 2 September, 2017

Tied To a Disloyal Brand

Julia Sarah Hauck

Universidad de Navarra, Spain

Abstract

A customer enters the branch of Mercedes Benz AG on April 20, 2014 intending to purchase his fifth Mercedes Benz car. The customer's family have been clients of this branch of Mercedes Benz AG for over twenty years. The customer is both a sales and garage services client. The customer has an appointment for purchasing a new car, but is ignored by all of the available salespersons in the branch. The customer writes a complaint to customer services at Mercedes Benz AG but never gets a response.

Keywords：car purchase, customer complaints, disregard, lifetime value, loyalty.

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