This paper explores the impact of the direct sales model on customer perception within the automotive industry, particularly in the context of digital transformation accelerated by the COVID-19 pandemic. By comparing traditional dealership-based sales models with the direct-to-consumer approach, the research aims to understand how these models influence consumer behavior and decision-making processes. The study highlights the growing importance of digital channels, price transparency, and customer-centric strategies, providing insights into the potential for Original Equipment Manufacturers (OEMs) to enhance customer loyalty and brand perception through innovative sales models.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Literature Review
- 2.1 Customer Perception of the Traditional Sales Model
- 2.1.1 Key Concept and Characteristics
- 2.1.2 Customer Perception
- 2.2 Customer Perception in the Direct Sales Model
- 2.2.1 Key Concept and Characteristics
- 2.2.2 Customer Perception
- 2.3 Comparison of Customer Perceptions
- 3 Hypothesis Development
- 4 Discussion & Managerial Implications
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This seminar thesis aims to investigate customers' perceptions of the direct sales model in the automotive industry, particularly in light of the disruptions caused by the global pandemic and the rise of digitalization. It compares this model to the traditional sales model, analyzing key differences in customer experience and satisfaction.
- Impact of the global pandemic on the automotive industry and its sales models.
- Comparison of customer perceptions between traditional and direct sales models.
- Analysis of the key characteristics and concepts of both traditional and direct sales models.
- Evaluation of the customer buying experience in both models.
- Discussion of managerial implications for Original Equipment Manufacturers (OEMs).
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction This chapter introduces the context of the research, highlighting the impact of the 2019 pandemic and the increasing digitalization on the automotive industry. It uses Tesla as a case study for a successful direct-to-customer model.
Chapter 2: Literature Review This chapter reviews existing literature on customer perception of both traditional and direct sales models in the automotive industry, exploring key concepts and characteristics of each. It examines existing research on consumer expectations regarding vehicle purchasing experiences.
Chapter 3: Hypothesis Development This chapter outlines the hypotheses developed based on the literature review, setting the stage for further analysis and investigation.
Schlüsselwörter (Keywords)
Direct Sales Model, Traditional Sales Model, Customer Perception, Automotive Industry, Digitalization, Pandemic Impact, Tesla, Original Equipment Manufacturers (OEMs), Customer Experience, Digital Distribution Model.
- Quote paper
- Manu Hilgard (Author), 2024, Customers' Perception of the Direct Sales Model in the Automotive Industry, Munich, GRIN Verlag, https://www.grin.com/document/1502768
