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Understanding Customer Engagement and Purchase Behavior in Automobiles: The Role of Digital Technology
Abstract
With rapid technological innovation, customer expectations are evolving at a faster pace. Technology plays a vital role in the value creation by kindling opportunities through transmuting consumption landscape. Digital technology acts as a powerful tool for bringing out the transformation across various sectors including the automobile industry augmented by the expectations of the new generation customers. With the beginning of the online revolution in the automobile sector, shoppers have started to rely on online platforms. OEMs and dealers need their strong presence across Omni channels to battle out the competition and have to focus on the digital-savvy shoppers to foster sales. Hence, auto retailers have to explore and experiment with different platforms that offer a flexible consumption-based model with an opportunity for experimenting and co-creating new features.
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