Page 13 - After Sales Goes Online Example

Introduction After Sales Goes Online
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1.2 T HE AIM OF THE STUDY
One of the main questions is how Online Car Service Portals (OSPs) will affect future car
drivers’ manners regarding car service and maintenance.
This study analyzes the current car drivers’ behaviour by considering different factors which
will have influence on future changes.
We analyzed the car drivers’ behaviour in four dimensions:
Internet behaviour in general; how do car drivers use the internet, what are the motivations
to purchase something via the internet and how do they behave in other branches.
General car service and maintenance behaviour; where do car drivers have perform repairs
and maintenance and what are the expenses. This chapter is introduced because we need an
orientation to see differences between the offline and the online car service behaviour now
and in the future.
Internet behaviour regarding cars; in particular we concentrate on the purchasing behaviour
of car components (via B2C web shops) and car services.
Online Car Service Portals today; which ones are known by car drivers, how can they
imagine using them in the future and what are their demands from them?
Based on those four steps we created future market scenarios about how Online Car Service
Portals will develop and how they influence the offline car service market.
Furthermore we point out specific impacts and challenges of manufacturers, wholesalers,
garage chains/systems or garages and give suggestions on how they can participate on the
future developments.
FIGURE 1: T HE STUDY’S STRUCTURE
How do OSPs influence the car driver car service and maintenance behavior in future?
Internet behavior
in general
Car service offline
behavior
Internet behaviour
regarding cars
OSPs today
Lead into three different scenarios
Positive scenario Most likely scenario Negative scenario
Impacts and challenges for different market participants