Bridging the gap & building a brand community: evaluating the role of Yamaha in building close relationships with customers through their app YRC

Abstract

This internship report aims to provide an in-depth analysis of customer engagement and their loyalty with an emphasis on Yamaha Rider’s Club function in building brand community. This study was prepared as part of an intern role in the marketing department of ACI Motors, the company that exclusively handles the distribution of Yamaha bikes in this country. It is primarily based on quantitative research for which primary data were collected through questionnaires structured according to the research objective which was provided to the users who are also members of the YRC. The findings of the research indicate the position perception of Yamaha among the users in terms of product quality, after-sales service & overall brand experience. Interaction within the brand community through members related activities, initiated by the brand was seen in a positive light by the members of the community. Correlation analysis depicts a positive relationship between customer loyalty and brand engagement & also between customer loyalty and brand community engagement which help us to realize the positive influence of brand community and its unifying role. Furthermore, the findings of the research have implications for the company in enhancing the brand experience by offering solutions to the areas that have been identified as weaknesses of the brand such as reaching out to remote areas where customers are yet to receive some benefits from being a member of the community. Strengthening the communication channel is also crucial and the brand needs to improve in the areas which have been identified as gaps in their communication to the customers. By implementing this, the company can maintain a consistent brand image of Yamaha and positive relationship with the customers.