A new study by Maritz Automotive Research Group has found that auto buyers who complain about their vehicle quality or dealership experience and are happy with the way the dealership handles their complaints are more than 1.5 times as likely to be loyal to the dealership than non-complainers when purchasing their next vehicle.

The five-year tracking study, "Customer Complaints: An Opportunity to Increase or Decrease Customer Loyalty" is an analysis of 3,104 new vehicle buyers and lessees who responded to Maritz' 1998 New Vehicle Customer Survey and who were again surveyed in 2003. The Maritz study found that the majority of people who complained to their dealership about their vehicle or dealership experience were not satisfied with the way their complaint was resolved. However, when customers' complaints were resolved well, 60 percent returned to the dealership when replacing their vehicle. This compares to approximately 38 percent of non-complainers and only 30 percent of people who complained and were unsatisfied with the complaint resolution, returning to the dealership to purchase or lease a replacement vehicle.

When looking at repurchasing or leasing the same make/brand of vehicle (regardless of the dealership), a similar relationship between complaint resolution and loyalty was found.

"The ability of the dealership to satisfactorily resolve customers' complaints represents a key moment of truth for the consumer and a large opportunity for dealers," said David Ensing, Ph.D. author of the study and director of Maritz Automotive Research Group. "Dealerships are the face of the auto manufacturer. Dealerships and vehicle manufacturers need to work together to quickly and painlessly handle legitimate customer complaints. It turns out that, if handled well, complainers can be the most loyal customers."

The complete study is featured in Maritz Research's Research Report newsletter located at www.maritzresearch.com.

This micro-study is gleaned from the Maritz Automotive Research Group New Vehicle Customer Study, which annually surveys approximately 90,000 new car owners/lessees. Maritz has conducted the U.S. New Vehicle Customer Study since 1969. The study examines such topics as vehicle choice, purchase decisions, internet usage, shopping experience, financing and insurance, initial quality, vehicle usage, feature satisfaction, loyalty and aftermarket accessories.