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 ratin gs, and quality-related activities by the customer, represented by maintena nce activities in the automotive industry. Based on several converging theo retical 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 Report s data on quality ratings and initial purchase prices. The results of a str uctural equation analysis of the proposed model indicate a significant link between quality and customers' quality behavior. This link has important s trategic implications for both automotive manufacturers and distributors, p articularly as "leasing" becomes more prevalent in the industry.