The relationship between initial quality perceptions and maintenance behavior: The case of the automotive industry

W e examine the relationship between quality, represented by consumer ratings, and quality-related activities by the customer, represented by maintenance activities in the automotive industry. Based on several converging theoretical perspectives, we present and test a model relating vehicle initial quality ratings to consumers' routine maintenance. Three types of data were collected for the study: (1) vehicle service records at a local dealership, (2) primary data from a survey of vehicle owners, and (3) Consumer Reports data on quality ratings and initial purchase prices. The results of a structural equation analysis of the proposed model indicate a significant link between quality and customers' quality behavior. This link has important strategic implications for both automotive manufacturers and distributors, particularly as "leasing" becomes more prevalent in the industry.