Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl


2020 | 23 | 76-86

Article title

Automotive configurator as a digital platform for product customization


Title variants

Konfigurator motoryzacyjny jako cyfrowa platforma do dostosowywania produktów

Languages of publication



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.
W artykule skoncentrowano się na cechach sprzedaży produktów i usług online w branży motoryzacyjnej. Badanie rzuca światło na dostosowanie produktu i efekt tego dla klientów. Zanalizowano nowoczesne narzędzia w komunikacji marketingowej, takie jak konfigurator online, filmy o produktach online, samouczki dla klientów i chatboty online, zapewniające możliwość stworzenia pozytywnego doświadczenia dla różnych klientów. Zbadano konfiguratory samochodowe dwóch światowych producentów samochodów, takich jak Skoda Auto i Opel. Na podstawie badań przeprowadzonych na terytorium Republiki Czeskiej stwierdzono, że z punktu widzenia klienta konfigurator Skoda Auto jest bardziej kompleksowy w porównaniu z konkurentem, czyli Oplem.






Physical description


  • SKODA AUTO University, Department of Marketing and Management, Czech Republic
  • SKODA AUTO University, Department of Marketing and Management, Czech Republic


  • Belanche, D., Casalo, L. V., and Guinaliu, M. (2012). Website usability, consumer satisfaction and intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124-132.
  • Beranek, M., and Velinov, E. (2017). Management marketing in Skoda Auto India. Practice, (25.3), 234-256.
  • Blecker, T., and Friedrich, G. (2005). Mass customization: concepts–tools realization. Klagenfurt: Gito.
  • Blecker, T., Friedrich, G., Kaluza, B., Abdelkafi, N., and Kreutler, G. (2005). Information and management systems for product customization. Klagenfurt: Springer.
  • Dvorakova, M., and Serak, M. (2016). Andragogika a vzdělávání dospělých. Praha: Univerzita Karlova, Filozofická fakulta.
  • Hvam, L., Mortensen, N., and Henrika Riis, J. (2008). Product customization. Berlin: Springer.
  • Keegan, W. J., and Green, M. C. (2013). Global marketing 7th edition. PEARSON Education Limited.
  • Kotler, P., and Armstrong, G. (2016). Principles of Marketing 16th edition. Harlow: Pearson Education Limited.
  • Kotler, P., and Keller, K. L. (2016). Marketing management 15th edition. PEARSON Education Limited.
  • Lafont, T., Bertolini, C., Caprioli, D., and Franceschi, A. (2020). Online configurator for the acoustic management of vehicles. ATZ Worldwide, 122(4), 40-45.
  • Leclercq, T., Cordy, M., Dumas, B., and Heymans, P. (2018). On studying bad practices in configuration uls (ACMIUI 2018 Workshop on Web Intelligence and Interaction (WII2018). Tokyo, Japan, March 11).
  • Opel Online Configurator. (2019). Retrieved from https://www.opel.cz/nastroje/konfigurator.html
  • Simek, Z. (2019). Analýza videí produkovaných firmou SKODA AUTO a.s. pro potřeby vzdělávání koncových zákazníků. Závěrečná práce. Škoda Auto Vysoka skola.
  • Skoda Auto Online Configurator. (2020). Retrieved from https://cc.skoda-auto.com/cze/cs-CZ/?gclid=Cj0KCQjwsLWDBhCmARIsAPSL3_3U40DIddBKD6sLvUAcLp0uEUSXc96Xnj5hEyOzA76v6IqOwOViNx0aAmhCEALw_wcB&gclsrc=aw.ds
  • Sousa, R., and da Silveira, G. J. (2019). The relationship between servitization and product customization strategies. International Journal of Operations & Production Management, 39(3), 454-474.
  • Stedron, B. et al. (2018). International Marketing (1. vyd.). Prague: C.H. Beck.
  • Zounek, J., Juhanak, L., Staudkova, H., and Polacek, J. (2016). E-learning: learning with digital technologies. Prague: Wolters Kluwer ČR.

Document Type

Publication order reference


YADDA identifier

JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.