The Master’s thesis studies motorcycle brand loyalty of Slovenian motorcyclists. Loyal consumers represent an exceptional value, also for motorcycle manufacturers: they are the source of income, the voice of the brand and main anchor of the company. Companies want to determine the loyalty of consumers, which factors influence their brand loyalty and how they can strengthen it. The goal of the Master’s thesis is to find out, if Slovenian motorcyclists are loyal and to which extent loyalty is influenced by satisfaction and identification with the motorcycle brand. Within the empirical research, we designed a questionnaire for online surveying, performed an exploratory factorial data analysis and verified the hypotheses with the linear regression analysis. We confirmed both hypotheses. The first states that motorcycle brand satisfaction of consumers positively affects their loyalty to this brand. With the second hypothesis, we proved that consumer identification positively affects their loyalty to this brand – at the individual and group level. At both levels, satisfaction has lower impact on consumer loyalty than identification. Individual identification had higher impact on consumer brand loyalty than group identification. The results showed that loyalty, which we have measured three-dimensionally, is a one-dimensional construct. With regard to theoretical backgrounds, Slovenian consumers can be characterised as medium loyal. Thus, motorcycle brand loyalty is not a marketing myth, but daily reality for some Slovenian motorcyclists. Generally speaking, – according to empirical results – it is more suitable to characterise Slovenian motorcyclists as rather satisfied than loyal consumers of motorcycles of selected brands, who would at the right encouragement switch to another motorcycle brand.
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