Title:

Automotive configurator as a digital platform for product customization

Group publication title:

Ekonomia XXI Wieku = Economics of the 21st Century

Title in english:

Konfigurator motoryzacyjny jako cyfrowa platforma do dostosowywania produktów

Creator:

Velinov, Emil ; Beranek, Martina

Description:

Ekonomia XXI Wieku = Economics of the 21st Century, 2020, Nr 23, s. 76-86

Abstrakt:

The paper focuses on the characteristics of product sales and services online in the automotive business. The study sheds light on product customization and its effect in the eyes of customers, and examines modern tools in marketing communication such as online configurator, online product videos, tutorials for customers, and online chatbots as a possibility of creating a positive experience for different customers. The authors investigated the automotive configurators of two global car producers, Skoda Auto and Opel. Based on the research conducted as an experiment configuring a vehicle by respondents in the Czech Republic, the results show that from the customer’s point of view, the Skoda Auto configurator possesses more comprehensive characteristics in comparison to its competitor, Opel

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2020

Resource Type:

artykuł

Resource Identifier:

doi:10.15611/e21.2020.05

Language:

eng

Relation:

Ekonomia XXI Wieku = Economics of the 21st Century, 2020, Nr 23

Rights:

Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-SA 4.0

Location:

Uniwersytet Ekonomiczny we Wrocławiu