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.
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