INTRODUCTION
MKT FPX 5416 Assessment 1 Rollin’ Autos is a growing in-home car care business. Currently, the company has a fleet of two service vehicles. Our enterprise has grown beyond our existing capacity to work with volumes of work, necessitating the immediate need to increase our fleet and employ more staff to be able to take full advantage of our growth.
OVERVIEW OF ROLLIN’ AUTOS
Unique Selling Proposition
Rollin’ Autos stands out as a vehicle service provider that brings on-site support to the customer. At present, with the fast-paced lifestyle, having car maintenance at home is of greater value. Our staff drives up in a branded Rollin’ Autos van, equipped with everything needed to offer quality services right at the customer’s home.
ENGAGEMENT, LOYALTY, AND RETENTION
One of the main goals of Rollin’ Autos is to develop positive customer interaction with a variety of approaches. This includes creating emotional ties, which capture the sense of attachment that a customer has for the company (Wisenblit, 2019), as well as transactional ties that emphasize the experience overall and the operation of the service (Wisenblit, 2019). Emotional ties are developed through individual contact during home visits, while transactional ties are created through the convenience of having the vehicle serviced in the home.
Since vehicle maintenance is an ongoing need over the lifespan of a car, Rollin’ Autos identifies many opportunities to increase customer retention and loyalty. It is usually less expensive to retain current customers than acquire new ones, which is why our products and services are designed to attract repeat buyers (Wisenblit, 2019). Happy customers will refer new customers, and loyal customers may buy additional high-margin items. Also, low customer turnover is linked to greater profitability.
EXTERNAL INFLUENCES
Factors Affecting Customer Behavior
External factors that influence customer behavior are:
• Consumer culture
• Social status
• Family dynamics and marketing activities
Knowledge of these external influences is essential to engaging and retaining customers effectively (Duggal, 2018).
Importance of Understanding External Factors
MKT FPX 5416 Assessment 1 A clear comprehension of the psychological factors that govern consumer choice is relevant to Rollin’ Autos (Duggal, 2018). Understanding these factors enables us to communicate better and enhance the relationship between customers and staff.
Specific Influences on Rollin’ Autos Customers
• Return customers who value frequent maintenance to ensure their vehicles are in good condition.
• Discretionary income customers who can afford to service their vehicles or buy more products.
• Multiple car households that could use simultaneous at-home repair.
• Traveling, working, and leisure-using families requiring dependable vehicles.
INTERNAL INFLUENCES
Factors Affecting Customer Behavior
Internal influences on customer behavior are:
• Consumer attitudes
• Education
• Personality
Now, let’s discuss the internal influences on consumers, which tend to be associated with individual psychological factors (Peighambari et al., 2016).
Importance of Understanding Internal Influences
MKT FPX 5416 Assessment 1 Customer attitude is one of the most powerful internal drivers because it affects how a customer perceives a brand (Quara, 2018). We can leverage the connotations customers hold for Rollin’ Autos to change or reinforce them.
Specific Influences on Rollin’ Autos Customers
• Customers who appreciate time and see Rollin’ Autos as a time-saving, convenient alternative.
• Customers who are uncomfortable waiting in a conventional auto body shop.
• Customers who appreciate having control over their environment during the service.
Internal and External Factors Examples
RECOMMENDATIONS
Rollin’ Autos has shown the ability to offer convenient and convenient car maintenance. The perceived time and hassle reduction is likely to be attractive to a wide range of customers. To enhance the feeling of convenience further, Rollin’ Autos can create programs such as a special app for scheduling regular appointments and check-ups. This study prioritizes the use of convenience and implies that an app with easy booking would enhance convenience by a large margin.
To keep up with the demand created through the app, Rollin’ Autos is already in the process of increasing its number of employees and number of service vehicles. New staff can be stationed in different geographic locations, so the closest driver can respond quickly to service calls.
SUMMARY
Rollin’ Autos can entice a diverse group of customers due to the time-saving convenience and comfort offered. By adding its fleet to meet growing demand and minimizing waiting time, Rollin’ Autos can enhance customer satisfaction further. Introducing a new app would make it easier to book appointments and streamline employees’ schedules.
References
Duggal, R. (2018). The one subject all professionals should study. Retrieved from https://www.forbes.com
Peighambari, K., Sattari, S., Kordestani, A., & Oghazi, P. (2016). Consumer behavior research: A synthesis of the recent literature. SAGE Open. https://doi.org
Quara. (2018). How and why does consumer behavior change? Retrieved from https://www.forbes.com
MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto
Wisenblit, L.G.S.J. L. (2019). Consumer behavior. [Capella]. Retrieved from https://www.capella.edu/
