CUSTOMER INSIGHTS IN AUTOMOTIVE

Iulia Novacescu
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Iulia Novacescu: University of Craiova, Romania

Management and Marketing Journal, 2019, vol. XVII, issue 1, 51-60

Abstract: The article „Customer Insights in Automotive Industry” shows the different types of customers that the car manufactures deal with as well as the connection between customer experience, customer satisfaction and customer service. All concepts mentioned above bring a specific contribution in making the customer happy and persuading him/her to come back to the brand – customer retention and above all customer loyalty. Customer is the main focus nowadays for the car industry. The challenges of the paper are to find an overall solution to fit to all types of customers. At the same time the article shows that the first experience that the customer has with the brand is crucial and it will influence the customer through the entire customer journey. The main results are that there is no one way of handling customer and that every customer is individual and must be treated accordingly in order to fulfil his/her expectations. What I like you don’t like and the other way around, this is the reason why manufactures need to develop different programs to coach people in the dealership to know how to recognize the different types of the customers as well as to know how to handle them.

Keywords: OEMs; Customer Experience; Customer Satisfaction; Customer Service (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2019
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