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ization of resources, taking customer relationship management in sales, marketing and service (DuWors & Haines 1990). It can impact on the existing business processes. At the same time, the implementation of customer loyalty is also a challenge for the existing organizational structure, which requires a free system to exchange information of customer relationship management and change the former structure separated in order to make rapid response to the information of customers.
 
3. Improvement of coherence
In customer loyalty theory, the meaning of customer is broad. It not only refers to external customers, but also refers to employees within the company (Morais et al, 2007). On the one hand, customer loyalty is to the pursuit of external customer loyalty to the product. On the other hand, it also requires the loyalty of employees. In a sense, employee loyalty has a great significant. Thus, advocacy of customer loyalty in the company as well as taking care for the employees, providing opportunities of exhibiting one’s ability and further development, will greatly enhance the enthusiasm of employees and form a huge sense of cohesion (Mulhern 1999).

4. Promotion of integrity in society
It can promote the company to pursue higher goals continually and create greater material wealth satisfied public when taking customer satisfaction as a starting point as well as customer loyalty as objective in business activities (Erdem & Louviere 2002). At the same time, the implementation of customer-centric idea could lead to the establishment of honest and trustworthy mechanism in the market, so as to prevent a variety of false behaviors and promote a good vogue to play an positive role.

Question three: How does the car company to improve their brand image and customer loyalty?

问题3：汽车公司如何提升他们的品牌形象和客户忠诚度？
 
The automobile companies have to improve the total customer value and reduce the total customer cost, in order that it can increase customer loyalty and strengthen brand image.
4.1 Increase product value
Increase product value. Product value consists of some basic attributes such as function, quality, feature and style in product. This requires automobile companies to strengthen R & D, technical innovation and improve the production technology (Graeff. 1998). Automobile companies should constantly make research and produce the most satisfactory products customer needed, according to market information. Any kind of product cannot be perfect, and as the development of economy and changes of market environment, customers will have new request for the products. This makes companies to renew their products and make innovation in order that the product can meet customer’s demand and lead the trend of time.
 
4.2 To establish employee loyalty
A company, with a high level of customer loyalty, also generally has higher employee loyalty (Yi & Jeon 2003). If the employee turnover in a company is very high, the company cannot obtain a high customer loyalty for the products and services are all provided by employees and they have direct contact with customers. So the first step for customer loyalty is to provide a good service to the employees, and then it is possible to make a good service to the customers.
 
4.3 Value for money
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