Evaluating the Effectiveness of Customer Relationship Channels from Automobile Buyers' Point of View: Case Study of IKCO Group

The purpose of this research is to study the customer relationship channels, customer satisfaction and loyalty based on the quality of the relationships. Customers of IKCO Group and 10 relationship channels were selected as the research population and a questionnaire was developed and distributed among a sample of their customers. Statistical analysis showed that the quality of relationship channel was correlated with customer satisfaction and satisfaction and loyalty were significantly correlated. Results showed that TV was the richest channel, telephone the most effective channel for customers to start the relationship, sms the most effective channel for the company to start the relationship and personal interaction (like going to the garage) and the company's website were the channels which created the highest level of satisfaction. Furthermore sales representatives were the most important customer service relationship channels.