Analysis of the Operation Efficiency of Automobile Service Complexes Reflecting Consumer Preferences
Year: 2024
Type: article
Abstract: This study aims to thoroughly analyze the operational efficiency of automobile service complexes designated under the "Automobile Management Act" by reflecting consumer preferences and, based on this analysis, to derive and present optimal and efficient operational plans.The goal of this study is not merely to conduct a simple analysis but to identify realistic operational improvement measures and propose actionable strategies that can be practically applied.When examining automobile sales complexes currently operating in Korea, in most cases, vehicles are displayed in outdoor spaces, are generally sold in open lots.However, this method comes with several issues.When consumers visit these complexes to purchase vehicles, they experience discomfort when inspecting the vehicles displayed outdoors due to seasonal factors.In summer, they face heat; in winter, they face cold, making it difficult to thoroughly examine the vehicles, which can negatively affect their decision-making process.This discomfort extends not only to consumers but also to sales staff.Sales personnel must also work outdoors for long hours under varying weather conditions, making it challenging to inspect vehicles and explain them to customers.Consequently, this discomfort can reduce the efficiency of the sales staff and the quality of customer service, which may negatively impact customer satisfaction and long-term sales performance.To address these issues, there has been an increase in businesses developing indoor automobile service complexes where vehicles can be inspected and purchased comfortably in all seasons.These complexes provide a better environment for both consumers and sales staff.Consumers can inspect vehicles more pleasantly, and sales staff can interact with customers in a stable environment that enables them to offer better services and information.As a result, customer satisfaction improves, which can ultimately have a positive impact on sales performance.However, developing such automobile service complexes requires significant capital and time.From the initial planning stage to completion, various factors need to be comprehensively considered, especially accurately reflecting the needs and preferences of consumers.For successful development, it is essential to gather the opinions of experts in the automobile industry and on-site sales dealers and to establish concrete and systematic strategies based on their practical experiences and insights.Through this, the automobile service complex can provide satisfactory outcomes for consumers and sellers.
Authors: Hyang Suk Yun, Jae Hwan Kim
Institution: Kongju National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4404837858