TITLE:
The Role of Subscription Services in Building Long-Term Customer Loyalty
AUTHORS:
Artur Tatevosian
KEYWORDS:
Subscription Services, Automotive Industry, Customer Loyalty, Flexibility of Ownership, Digitalization, Relationship Marketing, Customer Retention, Brand Ecosystem
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.15 No.11,
October
31,
2025
ABSTRACT: This article is dedicated to studying the influence of subscription services in the automotive industry on the formation of long-term customer loyalty. The relevance of the research is linked to the search by automakers and dealers for new forms of customer retention and for ensuring stable sources of income in a saturated market. The novelty of the work lies in identifying the mechanisms through which the “car-by-subscription” model transforms the “manufacturer-consumer” relationship and creates the prerequisites for sustainable interaction. The study describes the main characteristics of the subscription model, identifies the value orientations of consumers of different generations, compares the organizational forms of subscriptions, and defines the tools that contribute to the growth of brand commitment. Special attention is given to the analysis of global experience in implementing subscription services, including in the premium and mass-market segments, as well as to assessing their prospects in the context of digitalization and the transition to electric vehicles. The work aims to summarize the practices of leading companies and to highlight the factors that ensure a high level of customer satisfaction. To achieve this goal, methods of comparative analysis, synthesis of sources, and generalization of practical case studies were applied. The conclusion formulates findings that demonstrate the significance of the subscription model as a tool for strengthening long-term loyalty and as a promising direction for the development of the automotive business. The article will be useful for marketing researchers, representatives of the auto industry, and specialists in customer relationship management.