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Effects of Customer Services Efficiency and Market Effectiveness on Dealer Performance

Author

Listed:
  • Rajagopal

    (Tecnológico de Monterrey, Campus Ciudad de México)

Abstract

Market orientation is positively associated with performance of dealers in terms of customer service quality, growth in sales and increase in market share. This paper aims at analyzing the impact of market orientation strategies and performance of customer services on customer acquisition, retention and sales of automobiles, which reveals overall performance of the automobile dealers in Mexico. Discussion in the paper also comprehends understanding on customer-dealer relationship in the automobile market segment referring to the key factors which establish services quality encompassing tangibility, responsiveness, trust, accuracy and empathy. The results of the study reveal that the customers perceive better quality of the relationship in a given frame of functions that are performed effectively by the dealer lowering the extent of conflicts thereof. High conformance quality services of dealers and value added customer relationship to offer high customer satisfaction develop life time customer value and strengthen the customer-dealer relationship.

Suggested Citation

  • Rajagopal, 2008. "Effects of Customer Services Efficiency and Market Effectiveness on Dealer Performance," Marketing Working Papers 2008-02-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    • Handle: RePEc:ega:wpaper:200802
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    File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2008-02-MKT.pdf
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    Keywords

    Market orientation; customer services; services quality; dealer performance; customer value; competitive strategies;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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