PL EN


2020 | 23 | 76-86
Article title

Automotive configurator as a digital platform for product customization

Content
Title variants
PL
Konfigurator motoryzacyjny jako cyfrowa platforma do dostosowywania produktów
Languages of publication
EN
Abstracts
EN
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.
PL
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.
Year
Issue
23
Pages
76-86
Physical description
Contributors
author
  • SKODA AUTO University, Department of Marketing and Management, Czech Republic
  • SKODA AUTO University, Department of Marketing and Management, Czech Republic
References
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  • Skoda Auto Online Configurator. (2020). Retrieved from https://cc.skoda-auto.com/cze/cs-CZ/?gclid=Cj0KCQjwsLWDBhCmARIsAPSL3_3U40DIddBKD6sLvUAcLp0uEUSXc96Xnj5hEyOzA76v6IqOwOViNx0aAmhCEALw_wcB&gclsrc=aw.ds
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-c6c116c5-a0e8-496d-84a3-0d36614c5039
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