Determining the increased numerical value of customer satisfaction, which has been impacted by latent and observed factors in after-sales service in the automotive industry, based on System Dynamics Method. (A Case study in car manufacturer)

Abstract

Contextualized in the field of customer satisfaction in after-sales service in the automotive industry, the authors contribute to increasing customer satisfaction in three fundamental ways. First, by offering a new conceptual framework that integrates prior studies and Delphi methodology to survey the automotive industry's experts to identify essential and influential variables on customer satisfaction. Second, by developing a system dynamics and modeling method to evaluate the effect of these variables on each other, and unlimitedly investigate these variables' impact on customer satisfaction. Third, by offering an improvement scenario, we indicated what combination of observed and latent variables leads to a numerical increase in the customer satisfaction index. The survey's analytical results suggest that the cost of services and repair time is reduced by 30%, and the time of car acceptance in the repair shop is reduced by 20%. At the same time, the satisfaction with repair order description is increased by 30%, resulting in a 5% increase in numerical satisfaction with the overall service. Heretofore did not use a dynamic system model to determine the numerical amount of increasing customer satisfaction with after-sales service in the automotive industry. Therefore, the results of this study can be used as a basis for developing new policies in customer relationship management in automotive companies to increase customer satisfaction. This fact can lead to an increase in sales and ultimately the company's profitability. The article contributes to future research by quantitatively determining the number of changes in the significant factors to increase customer satisfaction.