Competitive analysis by automotive repair shops, using customer perceived value
Main Article Content
Keywords
customer perceived value, cpv, competitive analysis, market opportunities, automotive repair and maintenance shops, vehicles
Abstract
This paper addresses the use of customer perceived value (CPV) as a tool for competitive analysis among automotive repair and maintenance shops. It describes how to determine both the relative importance of properties taken into account by customers when assessing the performance of an automotive repair shop, and the performance assessment conducted by the users of repair shops owned by car dealers and by individuals. Subsequently, it illustrates how both types of repair shops view their competitive position. It also shows the gap between the ideal expected values and the values perceived by the market which becomes a sort of “map” of opportunities both for businesses currently present in the market and for new participants.
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References
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ANDI & FENALCO. (2015). Informe del sector automotor a diciembre de 2014. Recuperado de http://www.andi.com.co/Documents/INFORME%20DEL%20SECTOR%20AUTOMOTOR%20A%20DICIEMBRE%202014%20cierre%20a%C3%B1o.pdf.
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Baby, J., Londoño, L. & Lozano, H. (2011). Generadores de valor para clientes de productos industriales. Caso: laminado doble capa de polipropileno biorientado (PPBO) metalizado, para empaque de alimentos. AD-minister, (18), 27-47. Recuperado de http://publicaciones.eafit.edu.co/index.php/administer/article/viewFile/812/722
Baby, J. & Londoño, J. (2005). Valor Percibido por el Cliente (VPC), como una herramienta para el análisis competitivo. AD-Minister, (6), 96-113. Recuperado de http://publicaciones.eafit.edu.co/index.php/administer/article/view/666#.U15j3VV5O4s
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Baby, J & Uribe, J. (2014) Análisis competitivo por parte de los concesionarios de vehículos automotores en la ciudad de Medellín, mediante el uso del Valor Percibido por el Cliente, Revista Oikos (35), 23-50, Recuperado de http://bibliotecadigital.ucsh.cl:90/
Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
Chang, T., & Wildt, A. R. (1994). Price, Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Cronin, J. J., Brady, M. K. & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral intentions in Services Environments. Journal of Retailing, 76(2), 193-218.
Departamento Nacional de Planeación. (2010). Documento Conpes 3678. Recuperado de http://wsp.presidencia.gov.co/sncei/politica/Documents/Conpes-3678-21jul2010.pdf.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Eggert, A., & Ulaga, W. (2002). Customer Perceived Value: A Substitute for Satisfaction in Business Markets? The Journal of Business & Industrial Marketing, 17(2/3), 107-118.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyer's Perceptions of Adquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw Hill.
Revista Dinero. (2012) Santos pide a industria automotriz ser más creativa para enfrentar TLC. Recuperado de http://www.dinero.com/negocios/articulo/santos-pide-industria-automotriz-mas-creativa-para-enfrentar-tlc/144248
Revista Motor. (2013). Análisis del desempeño de la industria automotriz nacional en el 2012. Recuperado de http://www.motor.com.co/revista-motor/23deenerode2013/Articulo-web-new _ nota _ interior-12535803.html
Roper, K. S. (2003). A Strategic Corner Stone-Defining and Measuring Customer Value. Journal of Construction Accounting and Taxation, 13(2), 24-30.
Sánchez-Fernandez, R., & Iniesta-Bonillo, A. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7(4), 427-451. doi: 10.1177/1470593107083165
Sinha, I., & DeSarbo, W. S. (mayo, 1998). An integrated approach toward spatial modeling of Perceived Customer Value, Journal of Marketing Research, 35, 236-249.
Smith, J. B., Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing- Theory and practice, 15(1). 7-23.
Swaddling, D. C., & Miller, C. (2002). Don't measure customer satisfaction, customer perceived value is a better alternative to traditional customer satisfaction measurements. Quality Progress, 35(5), 62-67.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi: 10.1016/S0022-4359(01)00041-0
Wang, Y., Lo, H. P., Chi, R., & Yang, Y. (2004). An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China. Managing Service Quality, 14(2-3), 169-182. doi: 10.1108/09604520410528590
Woodruff, R. B., & Gardial, S. F. (1996). Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction. Cambridge: Blackwell Publishers Inc.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Anderson, J. C., & Narus, J. A. (1995). Capturing the Value of Supplementary Services. Harvard Business Review, 73(1), 75-83.
ANDI & FENALCO. (2015). Informe del sector automotor a diciembre de 2014. Recuperado de http://www.andi.com.co/Documents/INFORME%20DEL%20SECTOR%20AUTOMOTOR%20A%20DICIEMBRE%202014%20cierre%20a%C3%B1o.pdf.
ANDI. (2012). Boletín de prensa del comité automotor colombiano. Recuperado de http://www.andi.com.co/cinau/Documents/Documento%20de%20Caracterizaci%C3%B3n%20Industria%20de%20Veh%C3%ADculos.pdf
Baby, J., Londoño, L. & Lozano, H. (2011). Generadores de valor para clientes de productos industriales. Caso: laminado doble capa de polipropileno biorientado (PPBO) metalizado, para empaque de alimentos. AD-minister, (18), 27-47. Recuperado de http://publicaciones.eafit.edu.co/index.php/administer/article/viewFile/812/722
Baby, J. & Londoño, J. (2005). Valor Percibido por el Cliente (VPC), como una herramienta para el análisis competitivo. AD-Minister, (6), 96-113. Recuperado de http://publicaciones.eafit.edu.co/index.php/administer/article/view/666#.U15j3VV5O4s
Baby, J. & Restrepo, C. (2014) Análisis competitivo por parte de los fabricantes de automóviles y camionetas SUV mediante el uso del Valor Percibido por el Cliente como una herramienta para ese propósito. AD-minister, (24), 9-32 Recuperado de http://publicaciones.eafit.edu.co/index.php/administer/article/view/2128/2305
Baby, J & Uribe, J. (2014) Análisis competitivo por parte de los concesionarios de vehículos automotores en la ciudad de Medellín, mediante el uso del Valor Percibido por el Cliente, Revista Oikos (35), 23-50, Recuperado de http://bibliotecadigital.ucsh.cl:90/
Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
Chang, T., & Wildt, A. R. (1994). Price, Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Cronin, J. J., Brady, M. K. & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral intentions in Services Environments. Journal of Retailing, 76(2), 193-218.
Departamento Nacional de Planeación. (2010). Documento Conpes 3678. Recuperado de http://wsp.presidencia.gov.co/sncei/politica/Documents/Conpes-3678-21jul2010.pdf.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Eggert, A., & Ulaga, W. (2002). Customer Perceived Value: A Substitute for Satisfaction in Business Markets? The Journal of Business & Industrial Marketing, 17(2/3), 107-118.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyer's Perceptions of Adquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw Hill.
Revista Dinero. (2012) Santos pide a industria automotriz ser más creativa para enfrentar TLC. Recuperado de http://www.dinero.com/negocios/articulo/santos-pide-industria-automotriz-mas-creativa-para-enfrentar-tlc/144248
Revista Motor. (2013). Análisis del desempeño de la industria automotriz nacional en el 2012. Recuperado de http://www.motor.com.co/revista-motor/23deenerode2013/Articulo-web-new _ nota _ interior-12535803.html
Roper, K. S. (2003). A Strategic Corner Stone-Defining and Measuring Customer Value. Journal of Construction Accounting and Taxation, 13(2), 24-30.
Sánchez-Fernandez, R., & Iniesta-Bonillo, A. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7(4), 427-451. doi: 10.1177/1470593107083165
Sinha, I., & DeSarbo, W. S. (mayo, 1998). An integrated approach toward spatial modeling of Perceived Customer Value, Journal of Marketing Research, 35, 236-249.
Smith, J. B., Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing- Theory and practice, 15(1). 7-23.
Swaddling, D. C., & Miller, C. (2002). Don't measure customer satisfaction, customer perceived value is a better alternative to traditional customer satisfaction measurements. Quality Progress, 35(5), 62-67.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi: 10.1016/S0022-4359(01)00041-0
Wang, Y., Lo, H. P., Chi, R., & Yang, Y. (2004). An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China. Managing Service Quality, 14(2-3), 169-182. doi: 10.1108/09604520410528590
Woodruff, R. B., & Gardial, S. F. (1996). Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction. Cambridge: Blackwell Publishers Inc.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
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Published
Jun 2, 2015
Article Details
How to Cite
Baby Moreno, J., & Uribe Arango, J. F. (2015). Competitive analysis by automotive repair shops, using customer perceived value. AD-Minister, (26), 73–99. https://doi.org/10.17230/ad-minister.26.4
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Research Articles
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Author Biographies
Jaime Baby Moreno, Universidad EAFIT
Ph. D. de la Universidad de Nebraska, Estados Unidos. Profesor Investigador, Departamento de Mercadeo, Escuela de AdministraciónJuan Fernando Uribe Arango, Asesor, Consultor y Formador en Contact Center
MBA, Ingeniero de Producción de la Universidad EAFIT, Especialista en Mercadeo, Especialista en Asesoría y Consultoría OrganizacionalAuthors who publish with this journal agree to the following terms:
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