The study looked at how customer satisfaction and retention in car loan businesses are influenced by customer-perceived value, corporate image, service quality, and switching barriers. They found that customer-perceived value, corporate image, and service quality affect customer satisfaction, while switching barriers impact customer retention. Although customer satisfaction alone doesn't directly affect retention, it does so indirectly through customer trust. This means that when customers trust the credit process and services provided, they are more likely to use the company's products or services again. The study suggests strategies like grouping customers, setting sales targets based on customer groups, offering competitive products, providing special credit packages, and using telesales as information channels to enhance customer loyalty.