University of Twente Student Theses


Branding with customer experience for manufacturers & suppliers in the automotive aftermarket

Ganzeboom, Sergio (2020) Branding with customer experience for manufacturers & suppliers in the automotive aftermarket.

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Abstract:This paper investigates how customer experience management practices contribute to effective branding for manufacturers and suppliers in the automotive aftermarket. To research this, a literature review was created, building an understanding about branding possibilities and complexities in the automotive aftermarket. After which three cases were constructed by analysing semi-structured interviews supplemented with the digital presence and marketing practices that were conducted by the cases. Additionally, a marketing agency was consulted to offer an outside perspective. The data from the cases were then analysed and discussed, after which implications were drawn. Amongst these we first find that manufacturers and suppliers rely on distributors to push their brand towards lower levels of the market chain. Secondly, customer experience management practices can mitigate the negative effects of this reliance on distributors for branding. Lastly, it was found that there are currently few methods employed that enable positive customer experience. The research concludes with the finding, customer experience practices enable not only the brand company but also its associated distributors to better support customers (garages), generating a superior customer experience which when referred back to the brand leads to increased brand value.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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