Success Factors of Customer Satisfaction Realization in the Automotive Premium Retail Business

Marquardt, Andreas (2019) Success Factors of Customer Satisfaction Realization in the Automotive Premium Retail Business. PhD thesis, University of Gloucestershire. doi:10.46289/RB14GA28

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The creation of strong and positive relationships with customers is a most important goal for a company from a customer loyalty point of view. Loyal customers testify that the goods and service of a company are perceived positively in comparison to its competitors. These loyal customers are the company's ‘fans’. The key question is answered from one side by the product or the service and from the other hand through how satisfied and delighted the customers are. The situation in the automotive retail business is changing, as a result of increasing competition through new mobility concepts and digitalisation. Online sales within the industry, have increased drastically. Therefore, increasing competitive rivalry is given. To remain competitive and capitalise on market opportunities, companies have to compete effectively with other automotive providers, or otherwise referred to within this new era, as “digital” competitor. An important question therefore resides in how automotive brands can create loyal customers. Ultimately, creating customer satisfaction and delight is essential. Existing knowledge based on the scientific literature were reviewed, the methods and methodology critiqued and expert interviews were conducted. The output of the literature review led to a new combination of knowledge that already has set a new basis for customer satisfaction with the derived models. In combination with the expert interviews a new model of customer success and delight “Eight fields matrix for customer delight” (the eight jewels) was derived. Through the creation of this new model, the main contribution of this thesis, is the ability to both appreciate and interpret how customer satisfaction and delight is created in premium automotive retail. Additionally, the ideal realisation in premium automotive retail store (dealership) is reflected as example. These new insights can be easily transferred to other dealerships or other branches of business. The insights are also valuable and potentially usable in a more general industry context, to increase customer satisfaction and delight and the working conditions for all stakeholders.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Uncontrolled Keywords: Automotive Premium Retail Business; Customer satisfaction; Eight fields matrix for customer delight
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > School of Business
Depositing User: Susan Turner
Date Deposited: 18 Feb 2022 13:16
Last Modified: 01 Aug 2023 11:06

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