Information and Technology Management (ITM): Competitive Advantage through Customer Relationship: The Case of an Automobile Dealership

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Author(s): Marjorie Luísa Biehl (Unisinos University, Brazil), Brandon Link (Unisinos University, Brazil), Adolfo Alberto Vanti (Unisinos University, Brazil)and Gustavo Schneider (Unisinos University, Brazil)
Copyright: 2011
Pages: 13
Source title: E-Business Managerial Aspects, Solutions and Case Studies
Source Author(s)/Editor(s): Maria Manuela Cruz-Cunha (Polytechnic Institute of Cavado and Ave, Portugal)and João Varajão (University of Trás-os-Montes e Alto Douro, Portugal)
DOI: 10.4018/978-1-60960-463-9.ch013

Keywords: Business & Management / Business Science Reference / E-Business

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Abstract

A competitive market gives the organizations a constant update on the management process of their businesses and allows the creation of new ways to take competitive advantage. Retail businesses need to identify the value perceived by customers as a strategic source of value generation. This chapter presented a competitive value generation methodology by identifying the most important values perceived by customers of a Volkswagen Car Dealer. There was application and analysis of two strategic instruments of research, a qualitative and another qualitative/quantitative one. As a result, the study obtained a proposal for value generation by setting the following strategic variables referent credibility/reliability.

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Information and Technology Management (ITM): Competitive Advantage through Customer Relationship: The Case of an Automobile Dealership

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