Keywords
quality
satisfaction
brand
dealership network
How to Cite
Abstract
Changing operating conditions cause an important challenge for car manufacturers to influence the market through price. The main research goal of the work is to identify the role of price in building the competitive advantage of the car brand manufacturer in a given area of its impact. Auditorium research was carried out among the clients of a leading car brand from the area of the former Tarnów province. The research shows the rule of creating a competitive advantage. The rule shows that the number of customers satisfied with the final quality of the purchased product is greater if there is a larger number of customers deciding on the choice of the brand and the repair plant representing the brand based on the price. This rule also indicates that the number of customers satisfied with the final quality of the purchased product is greater if the number of customers considering the price of specific repair services as meeting their requirements is greater. The study confirmed that effective price management using quality parameters means that the brand will gain a competitive advantage. Price evaluation using quality can be used to market brands in global conditions.
References
Aaker, D., Fournier, S. M., Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–6. DOI: 10.1086/383419.
View in Google Scholar
Aaker, D., Joachimstahler, E. (2000). Brand leadership. New York: Free Press. ISBN 0684839245.
View in Google Scholar
Aboltins, K., Rivza, B. (2014). The car aftersales market development trends in the new economy. Procedia: Social and Behavioral Science, 110, 341–352. DOI: 10.1016/j.sbspro.2013.12.878.
View in Google Scholar
Bagozzi, R., Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2–21. DOI: 10.1002/dir.10006.
View in Google Scholar
Bagozzi, R., Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. DOI: 10.1016/j.ijresmar.2006.01.005.
View in Google Scholar
Bartes, F. (2009). Paradigma inovací a hodnotové inženýrství. Brno: VÚT.
View in Google Scholar
Bilan, Y. (2013). Sustainable development of a company: Building of new level relationship with the consumers of XXI century. Amfiteatru Economic Journal, 15(7), 687–701.
View in Google Scholar
Bryson, J. M., Ackermann, F., Eden, C. (2007). Putting the resource‐based view of strategy and distinctive competencies to work in public organizations. Public Administration Review, 67(4), 702–717. DOI: 10.1111/j.1540-6210.2007.00754.x.
View in Google Scholar
Bugdol, M. (2011). Zarządzanie jakością w urzędach administracji publicznej. Teoria i Praktyka. Warszawa: Difin. ISBN 9788376413532.
View in Google Scholar
Bundschuh, R. G., Dezvane, T. M. 2003. How to make after-sales services pay off. McKinsey Quarterly 4(4), 116–128.
View in Google Scholar
Cherubini, S., Pattuglia, S. (2007). Comunicare con gli eventi. Milano: Franco Angeli. ISBN 9788846490995.
View in Google Scholar
Cholewicka-Goździk, K. (2008). Istota zarządzania jakością. Problemy Jakości, 6, 6–12.
View in Google Scholar
Cova, B., Cova, V. (2002). Tribal marketing: The tribalization of society and its impact on the conduct of marketing. European Journal of Marketing, 36(5–6), 595–620. DOI: 10.1108/03090560210423023.
View in Google Scholar
Cretu, A. E., Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. DOI: 10.1016/j.indmarman.2005.08.013.
View in Google Scholar
Duncan, T. (2002). IMC: Using advertising & promotion to build brands. New York: McGrawHill. ISBN 0071123318.
View in Google Scholar
Elshaer, I. A., Augustyn, M. M. (2016). Direct effects of quality management on competitive advantage. International Journal of Quality & Reliability Management, 33(9), 1286–1310. DOI: 10.1108/IJQRM-07-2014-0086.
View in Google Scholar
Gomes, M., Fernandes, T., Brandăo, A. (2016). Determinants of brand relevance in a B2B service purchasing context. Journal of Business & Industrial Marketing, 31(2), 193–204. DOI: 10.1108/JBIM-08-2014-0151.
View in Google Scholar
Hamel, G., Green, B. (2007). The future of management. Boston: Harvard Business School Press. ISBN 9781422102503.
View in Google Scholar
Hamel, G., Prahald, C. K. (1996). Competing for the future. Boston: Harvard Business School Press. ISBN 9780875847160.
View in Google Scholar
Hamrol, A., Mantura, W. (2012). Zarządzanie jakością. Teoria i praktyka. Warszawa: Wydawnictwo Naukowe PWN. ISBN 9788301167752.
View in Google Scholar
Johnson, M. D., Herrmann, A., Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122–132. DOI: 10.1509/jmkg.70.2.122.
View in Google Scholar
Kafetzopoulos, D., Gotzamani, K., Gkana, V. (2015). Relationship between quality management, innovation and competitiveness: Evidence from Greek companies. Journal of Manufacturing Technology Management, 26(8), 1177–1200. DOI: 10.1108/JMTM-02-2015-0007.
View in Google Scholar
Kapferer, J.-N. (2008). The New Strategic Brand Management: Creating and sustaining brand equity long term. London: Kogan Page. ISBN 9780749450854.
View in Google Scholar
Kay, M. J. 2006. Strong brands and corporate brands. European Journal of Marketing, 40(7–8), 742–760. DOI: 10.1108/03090560610669973.
View in Google Scholar
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. DOI: 10.1177/002224299305700101.
View in Google Scholar
Keller, K. L., Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 551–765. 10.1287/mksc.1050.0153.
View in Google Scholar
Khudhair, H. Y., Jusoh, A., Mardani, A., Nor, K. M. (2019). A conceptual model of customer satisfaction: Moderating effects of price sensitivity and quality seekers in the airline industry. Contemporary Economics, 13(3), 283–292.
View in Google Scholar
Kopycińska, D., Sergi, B. S. (2008). Economic development and prospects in Poland: An introduction. International Journal of Economic Policy in Emerging Economies, 1(2–3), 127–136.
View in Google Scholar
Kuczamer-Kłopotowska, S. (2009). Polityka dystrybucji. In: W. Żurawik (ed.). Marketing. Podstawy i kontrowersje (pp. 177–197). Gdańsk: Wydawnictwo Uniwersytetu Gdańskiego. ISBN 8373263187.
View in Google Scholar
Lakhal, L. (2009). Impact of quality on competitive advantage and organizational performance. The Journal of the Operational Research Society, 60(5), 637–645. DOI: 10.1057/palgrave.jors.2602601.
View in Google Scholar
Lee, W. J., O’Cass, A., Sok, P. (2017). Unpacking brand management superiority: Examining the interplay of brand management capability, brand orientation and formalisation. European Journal of Marketing, 51(1), 177–199. DOI: 10.1108/EJM-09-2015-0698.
View in Google Scholar
Lim, H., Widdows, R., Park, J. (2006). M-loyalty: Winning strategies for mobile carriers. Journal of Consumer Marketing, 23(4), 208–218. DOI: 10.1108/07363760610674338.
View in Google Scholar
Louro, M., Cunha, P. (2001). Brand management paradigm. Journal of Marketing Management, 17(7–8), 849–875. DOI: 10.1362/026725701323366845.
View in Google Scholar
Markley, M. J., Davis, L. (2007). Exploring future competitive advantage through sustainable supply chains. International Journal of Physical Distribution & Logistics Management, 37(9), 763–774. DOI: 10.1108/09600030710840859.
View in Google Scholar
Mcalexander, J. H., Schouten, J. W., Koening, H. F. (2002). Building brand community. Journal of Marketing, 66(1). DOI: 10.1509/jmkg.66.1.38.18451.
View in Google Scholar
Muniz, A. M. Jr., O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. DOI: 10.1086/319618.
View in Google Scholar
Muniz, A. M. Jr., Schau, H. J. (2005). Religiosity in the Abandoned Apple Newton Brand Community. Journal of Consumer Research, 31(4), 737–747. DOI: 10.1086/426607.
View in Google Scholar
Naik, P. A., Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of Marketing Research, 40(4), DOI: 10.1509/jmkr.40.4.375.19385.
View in Google Scholar
Ogorodnikova, E., Sidorenko, A., Plakhin, A. (2019). Competitive analysis of public urban transport. International Journal of Economic Policy in Emerging Economies, 12(2), 140–148. DOI: 10.1504/IJEPEE.2019.099731.
View in Google Scholar
Parasurman, A., Zeithmal, V. A., Berty, L. (1985). A Conceptual model of service quality and its implication for future research. Journal of Marketing, 49(4), 41–50. DOI: 10.1177/002224298504900403.
View in Google Scholar
Park, C.W., MacInnis, D. J., Priester, J., Eisingerich, A. B., Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. DOI: 10.1509/jmkg.74.6.1.
View in Google Scholar
Rao, A. R., Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perception of product quality: An integrative review. Journal of Marketing Research, 26(3), 351–357. DOI: 10.2307/3172907.
View in Google Scholar
Rijamampianina, R., Abratt, R., February, Y. (2003). A framework for concentric diversification through sustainable competitive advantage. Management Decision, 41(4), 362–371. DOI: 10.1108/00251740310468031.
View in Google Scholar
Sawhney, M., Kotler P. (2001). Marketing in the age of information democracy. In: D. Iacobucci (ed.). Kellogg on Marketing (pp. 386–408). New York: John Wiley & Sons. ISBN 047135399X.
View in Google Scholar
Semiz, S. (2011). The effects of quality management applications on automotive authorized sales and service firms. African Journal of Business Management, 5(2), 306–315. DOI: 10.5897/AJBM10.034.
View in Google Scholar
Sheth, J. N., Sinha, M. (2015). B2B branding in emerging markets: A sustainability perspective. Industrial Marketing Management, 51, 79–88. DOI: 10.1016/j.indmarman.2015.06.002.
View in Google Scholar
Shiau, W., Luo, M. M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior, 28(6), 2431–2444. DOI: 10.1016/j.chb.2012.07.030.
View in Google Scholar
Sukwadi, R, (2015). The implementation of quality management practices in Indonesian SMEs. International Journal of Trade and Global Markets, 8(3), 207–222. DOI: 10.1504/IJTGM.2015.071604.
View in Google Scholar
Taghizadeh, H., Shokri, A. (2015). The relationships among agility empowerers from the viewpoint of gaining competitive advantage. International Journal of Trade and Global Markets, 8(3), 223–265.
View in Google Scholar
van Riel, A. C. R., Liljander, V., Semeijn, J., Polsa, P. (2011). EU deregulation and dealer-supplier relations in automotive distribution. Journal of Business & Industrial Marketing, 26(2), 115–131. DOI: 10.1108/08858621111112294.
View in Google Scholar
Yeo, G. T., Thai, V. V., Roh, S. Y. (2015). An analysis of port service quality and customer satisfaction: The case of Korean container ports. The Asian Journal of Shipping and Logistics, 31(4), 437–447. DOI: 10.1016/j.ajsl.2016.01.002.
View in Google Scholar
Yulisetiarini, D., Prahasta, Y. A. (2019). The effect of price, service quality, customer value, and brand image on customers satisfaction of Telkomsel cellular operators in East Java Indonesia. International Journal of Scientific & Technology Research, 8(3), 5–9.
View in Google Scholar
Ząbek, J. (2019). The impact of customer service on product quality and the loyalty with the brand. 13th International Days of Statistics and Economics. The Conference Proceedings (pp. 1688–1697). Praha, Slaný: Melandrium. DOI: 10.18267/pr.2019.los.186.169.
View in Google Scholar
Zeithaml, V. A., (1988). Consumer perception of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. DOI: 10.2307/1251446.
View in Google Scholar
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.