Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/111586
|
| Title: | 互聯網背景下產品創新和售後服務創新對客戶滿意度的影響，以M公司爲例
The effect of product innovation and aftersales service innovation on customer satisfaction in the IoT environment: a case study of company M |
| Authors: | 程瑩 |
| Contributors: | 李易諭
Lee, Yih-Yuh
程瑩 |
| Keywords: | 互聯網 汽車 創新
IoT automotive innovation |
| Date: | 2017 |
| Issue Date: | 2017-07-31 11:34:41 (UTC+8) |
| Abstract: | 汽車行業已經發展了一百多年。由於價值鏈較長，供應鏈範圍廣泛，直接和間接就業人數眾多，所以在世界和許多國家的經濟中經常發揮關鍵作用。同時，由於技術含量高，進入壁壘高和供應鏈深度整合，汽車產業保持了穩定的結構。
近年來，互聯網（IoT）在社會上引起了更多的關注。硬件，軟件，商業模式和服務等方面的創新正在改變我們每一天的生活。一些行業和客戶的要求受到互聯網的影響。一些行業受到嚴重衝擊，例如阿里巴巴（Alipay）之於互聯網進入或Airbnb之於酒店業務。
客戶滿意度的競爭是公司發展和戰略的關鍵要素之一。客戶需求直接影響客戶滿意度;快速變化的客戶期望迫使公司做出迅速反應。創新是創意的應用;這可能是滿足新出現的客戶期望的方式之一，並提高客戶滿意度。
本研究將重點關注汽車產業;豪華品牌汽車公司因其創新的品牌認知和策略而被選中。本研究是基於與供應商，汽車製造商，經銷商和客戶等價值鏈夥伴的訪談。通過半結構化訪談和次級文件收集的方法，調查了互聯網技術如何影響產品和售後服務的創新以及汽車行業的客戶滿意度。
從分析收集和回顧行業實踐的數據得出的結論可以作為汽車行業參考，用於製定創新戰略和經營策略，以適應加速變化的商業環境。
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.
Index
Dedication 2
Abstract 3
Index 4
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
Reference 84 |
| Reference: | 1. Alasuutari, P. (2009), The rise and relevance of qualitative research, 139-155
2. Anderson & Sullivan (1993), The Antecedents and Consequences of Customer Satisfaction for Firms. Management Sciences Journal 12(2):125-143
3. Anderson, Fornell & Rust (1997), customer satisfaction, productivity, and profitability: Differences between Goods and Services. Management Science Journal 16(2):129-145.
4. Andrews, M., and Kim, D. (2007), Revitalising suffering multinational brands: an empirical study. International Marketing Review, 24(3), 350-372.
5. Anselmsson, J., & Johansson, U. (2009), Retailer brands and the impact on innovativeness in the grocery market. Journal of Marketing Management, 25(1/2), 75-95. http://dx.doi.org/10.1362/026725709X410043
6. Athanassopoulos, A. (2001), Behavioural responses to customer satisfaction: An empirical study. European Journal of Marketing, 35(5/6), 687-707. http://dx.doi.org/10.1108/03090560110388169
7. Authur D Little (2015), Automotive After Sales 2015. Available at: http://www.adlittle.com/downloads/tx_adlreports/AMG_Automotive_after_sales_2015_01.pdf
8. Barcet, A. (2010), Innovation in services: a new paradigm and innovation model. The handbook of innovation and services: a multidisciplinary perspective.
9. Barsky, J. (1995), "World-Class Customer Satisfaction".
10. Barton, J.D. (2012), `Making Advanced Analytics Work For You`, Harvard Business Review, vol. 90, no. 10, 78-83.
11. Beverland, M. B., Napoli, J., & Farrelly, F. (2010), Can All Brands Innovate in the Same Way? A Typology of Brand Position and Innovation Effort. Journal of Product Innovation Management, 27(1), 33-48.
12. Brandt, F. & Springer, M. (2015), Automotive Manager 2015, 41 – 43
13. Brock, D. (2009), Aftersales Management, ISBN 9780749458614
14. Brown, E. (2016), "Who Needs the Internet of Things?" Linux.com. Retrieved 23 October 2016.
15. Bryman, A. and Bell, E. (2007), Business Research Methods, 2nd ed., Oxford: Oxford University Press.
16. Burger, P.C. & Cann, C.W. (1995), Post-purchase strategy: a key to successful industrial marketing and customer satisfaction`, Industrial Marketing Management, vol. 24, no. 2, 91-98.
17. Capgemini (2015), The Aftermarket in the Automotive Industry.
18. Christensen, C. (2013), The innovator`s dilemma: when new technologies cause great firms to fail, Harvard Business Review Press.
19. Coombs, R. & Miles, I. (2000), Innovation, measurement and services: the new problematique. In J. S. Metcalfe & I. Miles, eds. Innovation systems in the service economy. 85–103.
20. Darmer, P. (1995), Kvalitativa intervjuer. In: Darmer, P. and Freytag, P. V. (eds), (1995). Företagsekonomisk undersökningsmetodik, Lund: Studentlitteratur, 252-272.
21. Deloitte (2006), Innovation in emerging markets: Strategies for achieving commercial success. Deloitte Touche Tohmatsu.
22. Djellal, F. (2002), Innovation trajectories and employment in the cleaning industry. New Technology, Work and Employment, 17(2), 119–131.
23. Drucker, P.F. (2002), "The Discipline of Innovation". Harvard Business Review. August 2002. Retrieved 13 October 2013.
24. Edison, H., Ali, N.B., & Torkar, R. (2013), Towards innovation measurement in the software industry. Journal of Systems and Software 86(5), 1390–407.
25. Edvardsson, B. & Olsson, J. (1996), Key concepts for new service development. Service References 167 Industries Journal, 16(2), 140–164.
26. Evangelista, R. & Sirilli, G. (1998), “Innovation in the Service sector – Results from the Italian Statistical Survey”, Technological Forecasting and Social Change, 58 (3), 251-269.
27. Evans, D.S. & Schmalensee, R. (2002), Some Economic Aspects of Antitrust Analysis in Dynamically Competitive Industries. Innovation Policy and the Economy 2:1-49.
28. Farris, P.W. et al. (2010), Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey.
29. Forooz, F., and Rostami, S. (2006), After- Sales Service Necessity and Effectiveness: case study of Sarir international company. Available at: http://epubl.ltu.se/1653-0187/2006/50/ltu-pb-ex-0650-se
30. Gadrey, J., Gallouj, F., & Weinstein, O. (1995), New Modes of Innovation. How ServicesBenefti Industry. International Journal of Service Industry Management, 4-16.
31. Gaiardelli, P. et al., 2007, Performance Measurement Systems in AfterSales Service: an integrated framework. International journal of Business Performance Management, 145–171. Available at: http://dimgruppi.ing.unibs.it/impianti/Pubblicazioni/Perona/art/Gaiardelli_saccni_songini _2007_After-sales_IJBPM.pdf
32. Gallouj, F. (1994), Economie de l’innovation dans les services, Paris, France: Editions L’Harmattan, Logiques économiques.
33. Gallouj, F. (2002), Innovation in the service economy, Edward Elgar: London.
34. Gallouj, F. & Savona, M. (2009), Innovation in services: a review of the debate and a research agenda. Journal of Evolutionary Economics, 19(2), 149–172.
35. Gallouj, F. & Windrum, P. (2009), Services and services innovation. Journal of Evolutionary Economics, 19(2), 141–148.
36. Gitman, L.J. & McDaniel, C.D. (2005), The Future of Business: The Essentials. Mason, Ohio: South-Western. ISBN 0-324-32028-0.
37. Glaser, B.G. & Strauss, A.I. (1967), "The Discovery of Grounded Theory: Strategies for Qualitative Research".
38. Goffin, K. (1999), Customer support: A cross-industry study of distribution channels and strategies. International Journal of Physical Distribution & Logistics Management, 29 (6), 374-397.
39. Gronroos, C. (2007), Service Management and Marketing Customer Management in Service Competition.
40. Gürhan-Canli, Z. & Batra, R. (2004), When corporate image affects product evaluation: The moderating role of perceived risk. Journal of Marketing Research, 41(2), 197-205. http://dx.doi.org/10.1509/jmkr.41.2.197. 28667
41. Hatton, M. (2012), `The Global M2M Market in 2013`, Machina Research, white paper 2012.
42. Henard, D. H., & Dacin, P. A. (2010), Reputation for product innovation: its impact on consumers. Journal of Product Innovation Management, 27, 321-335. http://dx.doi.org/10.1111/j.1540-5885.2010.00719.x
43. Heppelmann, J. (2014), “How Smart, Connected Products Are Transforming Competition”. Harvard Business Review, November 2014.
44. Heyne, P., Boettke, P. J., and Prychitko, D. L. (2010), The Economic Way of Thinking. Prentice Hall, 12th ed. 163, 317–18.
45. Homburg, C., Koschate, N. & Hoyer, W.D. (2005), Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay. Journal of Marketing: April 2005, vol. 69, no. 2, 84-96.
46. Jones & Sasser, (1995), "Why Satisfied Customers Defect", Harvard Business Review, Jul-Aug, 1995, available at: https://hbr.org/1995/11/why-satisfied-customers-defect
47. Kano et al. (1984), "Attractive quality and must-be quality". Journal of the Japanese Society for Quality Control (in Japanese). 14 (2): 39–48. ISSN 0386-8230.
48. Kano et al. (1996), “Must-be Quality and Attractive Quality”. The Best on Quality. 7: 165.
49. Keller, K. L. (2003), Brand synthesis: The multidimensionality of brand knowledge, Journal of Consumer Research, 38(February), 131-142.
50. Kline (1985), Research, Invention, Innovation and Production: Models and Reality, Report INN-1, March 1985, Mechanical Engineering Department, Stanford University.
51. Kotler, P. & Keller, K. L. (2006), Marketing Management (12th ed., p. 237), Prentice-Hall, Upper Saddle River, NJ.
52. Kotler, P. (1994), Marketing Management, Englewood Cliffs, New Jersey.
53. Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control.
54. Kotler, P. (2002), Marketing Management Millennium Edition: Custom Edition for University of Phoenix.
55. KPMG (2015), Global Automotive Executive Survey 2015. Available at: https://home.kpmg.com/content/dam/kpmg/pdf/2015/04/global-automotive-executive-survey-2015.pdf
56. KPMG (2017), Global Automotive Executive Survey 2017. Available at: https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/global-automotive-executive-survey-2017.pdf
57. Krishnan et al. (1999), Customer Satisfaction for Financial Services: The Role of Products, Services, and Information Technology. Management Science journal 1194-1209
58. Luo, X. & Bhattacharya, C.B. (2006), Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.
59. Maryville, S. (1992), "Entrepreneurship in the Business Curriculum". Journal of Education for Business. vol. 68 no. 1, 27–31.
60. McKinsey (2014), Connected car, automotive value chain unbound. Avaible at: https://www.mckinsey.de/files/mck_connected_car_report.pdf
61. McKinsey (2015), Competing for the connected customer – perspectives on the opportunities created by car connectivity and automation. Available at: https://www.mckinsey.de/files/competing_for_the_connected_customer.pdf
62. McKinsey (2016), Automotive revolution – perspective towards 2030. Available at: https://www.mckinsey.de/files/automotive_revolution_perspective_towards_2030.pdf
63. Moon, H., Miller, D. R., & Kim, S., H. (2010), How Product Design Innovation Leads to Customer Value? Paper presented at the KAMS Spring International Conference.
64. Nadiri & Hussain (2005), “Diagnosing the Zone of Tolerance for Hotel Services”, Managing Service Quality, vol.15, 3, 261.
65. Nordås, H.K. & Rouzet, D. (2015), The impact of services trade restrictiveness on trade flows: first estimates. OECD Trade Policy Papers, No. 178, 40.
66. O`Leary, D.E. (2013), `Big Data, the Internet of Things and the Internet of Signs`, Intelligent Systems in Accounting, Finance and Management, vol. 20, no. 1, 53-65.
67. Oliver Wyman (2015), 2015 car innovation.
68. Parasuraman, A., Zeithamal, A. & Berry, L. (1988), “SERVQUAL: A Multiple-Item Scale for Measuring consumer Perceptions of Service Quality,” Journal of Retailing, vol.64, no.1, 12-40.
69. Pauwels, K. et al. (2004), New products, sales promotions, and firm value: The case of the automobile industry. Journal of marketing, 68(4), 142-156.
70. Porter, M. & Heppelmann, J. (2015), “How Smart, Connected Products Are Transforming Companies”. Harvard Business Review, October 2015.
71. Porter, M. (1980), Competitive Strategy, The Free Press.
72. Potluri, R., and Hawariat, H. (2010), Assessment of After-Sales Service Behaviors of Ethiopia Telecom Customers, African Journal of Economic and Management Studies, 1(1), 75-90. Available at: http://www.emeraldinsight.com/journals.htm?articleid =1853183 &show=html
73. Preissl, B. (2000), Service innovation: What makes it different? In J. S. Metcalfe & I. Miles, eds. Innovation systems in the service economy: measurement and case study analysis.
74. PWC (2015), “Realising the benefits of mobileenabled IoT solutions” march, 2015. Available at: https://www.gsma.com/iot/wp-content/uploads/2015/04/Realising-the-benefits-of-mobile-IoTsolutions-v4_7Apr2015.pdf
75. Rigopoulou, D. et al. (2008), After-sales service quality as an antecedent of customer satisfaction: the case of electronic appliances Irini . Managing Service Quality, 18(5), 512-527. Available at: http://www.emeraldinsight.com/journals.htm?issn=09604529&volume=18&issue=5&ar ticleid=1742528&s how=html
76. Rosenbusch, N., Brinckmann, J., & Bausch, A. (2011), Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs. Journal of Business Research, 26, 441-457. http://dx.doi.org/10.1016/j.jbusvent.2009.12.002
77. Sattari, S. (2007), Application of Disconfirmation Theory on Customer Satisfaction Determination: in mobile telecommunications case of prepaid mobile in Iran. lulea university of technology.
78. Siltala, R. (2010), Innovativity and cooperative learning in business life and teaching. University of Turku.
79. Stock, R.M. (2011), How does product program innovativeness affect customer satisfaction? A comparison of goods and services. Journal of the Academy of Marketing Science, 39, 813-827. http://dx.doi.org/10.1007/ s11747-010-0215-4
80. Sturgeon, T.J. et al. (2009), ‘Globalisation of the automotive industry: main features and trends’, Int. J. Technological Learning, Innovation and Development, vol. 2, no. 1/2, 7-24.
81. Sundbo, J. (1997), Management of innovation in services. Service Industries Journal, 17(3), 432–455.
82. Sundbo, J. (1998), The theory of innovation, Edward Elgar: Cheltenham.
83. Taylor, K. Marketing Letters (1997), 8: 229. doi:10.1023/A:1007966621364, A Regret Theory Approach to Assessing Consumer Satisfaction.
84. Taylor, S. J. & Bogdan, R. (1984), Introduction to Qualitative Research Methods: The Search for Meanings (2nd ed.), Singapore: John Wiley and Sons.
85. Tether, B. (2003), “The sources and aims of innovation in services: variety between and within sectors”, Economics of Innovation and New Technology, 12 (6), 481-505.
86. Toivonen & Tuominen (2006), Emergence of Innovations in Services: Theoretical discussion and two case studies
87. Trott, P., (2005), Innovation Management and New Product Development, 3rd ed.
88. Tuomi, I. (2002), Networks of Innovation. Oxford University Press.
89. Von Hippel, E. (1988), The Sources of Innovation (PDF), Oxford University Press. Archived from the original (PDF) on 12 October 2006. Retrieved May 2017. Available at: https://web.archive.org/web/20061012160410/http://web.mit.edu/evhippel/www/books/sources/SofI.pdf
90. Wigmore, I. (2014), "Internet of Things (IoT)". TechTarget.
91. Wölfl, A. (2005), The service economy in OECD countries: OECD/Centre d’études prospectives et d`informations internationales (CEPII). OECD Science, technology and Industry Working Papers 2005/03, Paris, France: OECD publishing.
92. Yalcinkaya, G., Calantone, R., & Griffith, D. (2007), An examination of exploration and exploitation capabilities: implications for product innovation and market performance. Journal of International Marketing, 15(4), 63-9.
93. Zeithaml & Bitner (2003), Service Marketing: Integrating Customer Focus across the Firm. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363135 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104363135 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 623 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
