Research on Consumer Loyalty of Electric Vehicles:A Case Study of Tesla Users
DOI:
https://doi.org/10.62051/ijgem.v9n1.15Keywords:
Customer loyalty, Electric Vehicles, Loyalty to electric vehicles, Brand building, User group differences, Influencing factorsAbstract
This study focuses on Tesla owners as research subjects, collecting data through questionnaires and a small number of interviews to explore the key factors influencing their user loyalty and their specific manifestations. The research centers on core dimensions such as product performance, brand image, charging experience, and service quality, analyzing how these factors collectively impact users' repurchase intentions, recommendation intentions, and brand preferences. The study uses four dimensions (product performance, brand image, charging experience, service quality) to analyze their combined impact on user loyalty indicators: repurchase intent, recommendations, and brand preference. Data from questionnaires and interviews were categorized by dimension, then analyzed statistically to identify correlations and clarify how these factors interact to shape Tesla owners’ loyalty. The results show that product performance, the convenience of the supercharging network, and after-sales service experiences are important drivers for enhancing user loyalty, with significant differences existing among different user groups. The study suggests that Tesla further consolidate user stickiness through continuous innovation, optimizing service networks, and strengthening brand community building, while pointing out that other electric vehicle companies can draw lessons from these experiences. The study also reveals the limitations of existing methods in terms of data coverage and depth, providing directions for future research.
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