Computer assisted sales processes in automotive retailing

Abstract

Purpose – The purpose of this paper is to report on research into the introduction of computer assisted sales processes (CASP) to a retail automotive sales environment. This research specifically aims to examine the effectiveness and implications for automotive dealers, their staff and customers.Design/methodology/approach – Primary research was carried out at three automotive dealer groups, including semi‐structured interviews with dealer managers and sales people, postal questionnaires and focus groups with existing customers.Findings – The study found customer perceptions of the buying experience improved when CASP was used effectively in the sales process. To achieve this it is critical to evaluate the sales force's technology readiness and orientation so that training requirements can be identified. This research found the training needs of the salespeople were seriously underestimated.Research limitations/implications – The main limitation of the research is that, due to timescales, it is a cross‐se...