The effect of product innovation and aftersales service innovation on customer satisfaction in the IoT environment: a case study of company M
|關鍵詞: ||互聯網 汽車 創新|
IoT automotive innovation
|上傳時間: ||2017-07-31 11:34:41 (UTC+8)|
The automotive industry has been developing for more than 100 years. Because of the long value chain, the wide range of supply chain and the high amount of direct and indirect employments involved, it always plays a key role in the economy of the world and many countries. Meanwhile, because of the high technology, the finance entry barrier and the deeply integrated supply chain, the structure of automotive industry remains stable and consolidated, so far.
In the recent years, the Internet of Things (IoT) has attracted more attention in the society. The innovations on hardware, software, business models and services etc. are changing our life every day. Some industries and customer requirements have been impacted by the IoT, either visibly or unconsciously. Some industries have been heavily disrupted, e.g. the internet finance by Alibaba (Alipay) or the hotel business by Airbnb.
The competition in Customer Satisfaction is one of the key elements of a company development and strategy. The customer requirement affects customer satisfaction directly; the fast changing customer’s expectations are forcing the companies to react dynamically. Innovation is the application of new ideas; this could be one of the ways to meet newly appeared customer’s expectations, and improve customer satisfaction.
This study will focus on automotive industry; a luxury brand automotive company is selected due to its innovative brand equity and strategy. The study is based on interviews with the partners in value chain such as suppliers, automotive manufacturers, dealers and customers. With the help of semi-structured interviews and secondary documents collection, this study investigates how the IoT technology impacts the innovation on product and Aftersales, as well as the customer satisfaction in automotive industry.
The conclusions drawn from analyzing the data collected and reviewing the industry practices can be used as a reference by the automotive industry for making innovation strategy and business strategy in order to adapt to the accelerated moving environment.
List of Figures 7
List of Tables 8
1 INTRODUCTION 9
1.1 Problem Statement 9
1.2 Research objective 12
1.3 Research process flow chart 13
2 LITERATURE REVIEW 14
2.1 Customer satisfaction 14
2.1.1 Elements affect customer satisfaction 14
2.1.2 Customer satisfaction models 15
2.2 Aftersales service 18
2.2.1 Aftersales service benefit 18
2.2.2 Components of aftersales service 19
2.2.3 Service and Customer Satisfaction theories 20
2.3 Innovation 22
2.3.1 Product innovation 22
2.3.2 Service innovation 24
2.3.3 Product innovation and service innovation 25
2.3.4 Method of innovation 26
2.3.5 Innovation strategies 27
2.3.6 Innovation and customer satisfaction 29
2.4 The Internet of Things (IoT) 31
2.4.1 The IoT 31
2.4.2 Big data 31
2.4.3 Benefits of the IoT 32
2.4.4 Innovations enabled by the IoT 32
2.4.5 Customer satisfaction under the IoT background 33
3 RESEARCH METHODOLOGY 35
3.1 Theoretical frame work 35
3.2 Research methodology 36
3.3 Data collection 37
3.4 Interview outline 39
3.4.1 Interviewee 39
3.4.2 Interview questions 40
4 INDUSTRY REVIEW 41
4.1 Automotive industry 41
4.1.1 Automotive manufacturer value chain 42
4.1.2 Distinctive features of automotive industry 43
4.1.3 Technology innovation roadmap in automotive industry 44
4.1.4 J.D. Power and Associates 45
4.2 Automotive aftersales 46
4.2.1 Dealership 47
4.3 The IoT industry 48
4.3.1 The IoT applications in automotive product 48
4.3.2 The IoT in automotive aftersales services 49
4.3.3 Automotive customer requirement change by the IoT 51
4.3.4 New entrants from the IoT to automotive 51
4.4 Innovation performance of key automotive manufacturers 53
4.5 The prospects over the next 5 years 55
5 CASE STUDY 56
5.1 Company introduction 56
5.1.1 Exceptional innovation milestone 56
5.1.2 Strategy 57
5.1.3 Core competencies 58
5.1.4 Porter’s five forces analysis of company M 59
5.1.5 Innovation strategies 63
5.2 Innovation applications in car 64
5.2.1 Electric vehicle 64
5.2.2 Driving assistance 65
5.2.3 Company M ConnectedDrive 68
5.3 Innovation in Aftersales 70
5.4 Product innovations and aftersales service innovation 71
5.5 Product innovation and customer satisfaction 74
5.6 Aftersales service innovation and customer satisfaction 77
6 CONCLUSION 80
6.1 Conclusions 80
6.2 Suggestions 81
6.2.1 Suggestions for future research 81
6.2.2 Suggestions for the company management 81
6.3 Limitation 83
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