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A SYSTEMATIC REVIEW ON THE EVALUATION OF CUSTOMER SATISFACTION FROM SMART CARS IN AUTOMOBILE INDUSTRY, A CASE STUDY OF MICRO COMPACT CARS, LONDON, UK
ABSTRACT
In the present business scenario gaining competitive advantage mainly by meeting the needs of customers providing them satisfaction by creating value. Automobile industry such as Micro Compact Cars: Smart Cars, UK aims to do this by improving the performance objectives of company by improving speed, reducing cost, flexibility, reliability and durability. The aim of this research is to evaluate customer satisfaction of Micro Compact Cars, UK in meeting the needs and expectations of customer with the use of postponement strategy of focussed differentiation strategy. The research examines the concept of competitive strategies of Porters and use of focussed
Postponement strategy focussing on the needs of market segment based on differentiation features. The researcher also examines the trade off as a result of customisation and operations performance. This trade off will have impact on customer satisfaction and loyalty. A framework of customer satisfaction based on customisation and postponement is provided. A primary research is conducted by evaluating customer satisfaction from various customisation features offered by MCC Smart Cars such as variations in Model line, Various Packages, and customisation features internal and external to cars. The creation of customised differentiation leads to tradeoffs related to flexibility, price, delivery time, quality and customer services have an impact on customer satisfaction and the same are evaluated in light of overall customer satisfaction. It was found that focussed differentiation strategy of using customisation by providing product flexibility using postponement requires a thorough understanding of needs of individual customers. Customers are willing to pay more prices for customisation based on flexibility in product offering but the other trade-offs such as speed related to delivery time, quality, and customer services needs to be of high standards impacting customer satisfaction. MCC smart cars needs to improve its segmentations to target needs of more specific customers, use customer information based on feedback to make changes in its postponement strategy creating differentiation features which are justified by prices and supported by other operations performance to delivery flexible products, at right price, quality, in right time with effective customer services meeting the needs of each individual customers. This will help to increase customer satisfaction and loyalty. This in turn will help MCC Smart Cars to adopt mass customisation understanding the needs of larger customer base reducing prices.
Keywords:
Strategic Analysis of Smart Cars, Customer Satisfaction, Automobile Industry