p to establish lasting identities for products and services. This proves to drastically cut marketing costs, as well as create consumer loyalty. Creating this loyalty keeps satisfied customers coming back. Ford's distinctive service brands include Ford Credit, Quality Care, Hertz, and Visteon. These trustmark qualities are directly associated with the Ford Motor Company and they help consumers identify Ford as a company with which they can feel comfortable doing business. These service brand images help keep customers in the Ford family as they seek financing or leasing, vehicle care, and short-term vehicle rentals. CONSUMER SATISFACTIONFord is dedicated in developing Ford enthusiasts. Enthusiasts are those people who are so in love with Ford's products and services that they will passionately recommend them to friends. Ford's family of enthusiasts has been built through superior satisfaction and loyalty. By gaining satisfaction of their customers through the entire life cycle of the vehicle, rather than dismissing the customer as soon as the car has left the lot, Ford creates an overall unforgettable experience. Total customer satisfaction covers everything, from the entire ownership experience, sales and service. When people have happy experiences, repeat purchases will occur and the enthusiasts likelihood to recommend Ford products, services and dealers to friends and family will increase. Ford's internal measures indicate that customer satisfaction improved roughly 3% in1997. The advantages of Ford's superior satisfaction and loyalty has best been summed up by Bob Rewy, Group Vice President, Marketing, Sales and Service. He said that "You can buy time on the Super Bowl and your name on billboards, but I have yet to see a single medium which advertises and markets as well as a satisfied customer. If you do things right and treat people right, they'll not only stick with you - - they'll become missionaries for you, spread...
