MKT FPX 5416 Assessment 1

INTRODUCTION

Rollin’ Autos is a burgeoning at-home car maintenance service. Presently, the company operates a fleet consisting of two service vehicles. Our business has rapidly exceeded our current capacity for handling workloads, prompting the urgent need to expand our fleet and hire additional employees to fully leverage our growth.

MKT FPX 5416 Assessment 1:OVERVIEW OF ROLLIN’ AUTOS

Unique Selling Proposition

Rollin’ Autos sets itself apart as a car maintenance service company that brings on-site service directly to customers. At present, there is a great appreciation for convenience in the fast-paced world, and at-home car maintenance fits the bill perfectly. Our staff comes in a branded Rollin’ Autos van, all ready to offer high-quality service directly at the customer’s location.

ENGAGEMENT, LOYALTY, AND RETENTION

One of the main goals of Rollin’ Autos is to develop positive customer interaction through a range of approaches. This includes developing emotional bonds, which represent a customer’s affinity for the business (Wisenblit, 2019), and transactional bonds that are centered on the experience and the process of service (Wisenblit, 2019). Emotional bonds are developed through face-to-face interactions during home visits, whereas transactional bonds are developed through the convenience of having vehicle maintenance done at home.

Since car maintenance is an ongoing need over the course of a car’s life, Rollin’ Autos identifies many opportunities to increase customer loyalty and retention. It is usually less expensive to retain current customers than to get new ones, and that is why our services are designed to attract repeat customers (Wisenblit, 2019). Happy customers tend to refer to new customers, and loyal customers tend to buy other high-margin items. In addition, low customer turnover is associated with increased profitability.

EXTERNAL INFLUENCES

Factors Affecting Customer Behavior

External Influences Affecting Customer Behavior

The external influences on customer behavior include consumer culture and social status.

Consumer culture

Social status

Family and marketing activities

Knowledge of these external influences is essential to interact with and retain customers effectively (Duggal, 2018).

Importance of Understanding External Factors

A clear comprehension of the psychological factors that influence consumer choice is relevant to Rollin’ Autos (Duggal, 2018). An awareness of these influences enables us to better communicate and enhance the bonds between customers and staff.

Specific Influences on Rollin’ Autos Customers

• Returning customers who value regular servicing to maintain their cars in a perfect state.
• Discretionary-income customers who are able to service their cars or buy other products.
• Families requiring dependable cars for work, travel, and recreation.
• Multiple-car households that would appreciate concurrent in-home maintenance.

INTERNAL INFLUENCES

Factors Affecting Customer Behavior

Internal influences on customer behavior are:

• Consumer attitudes
• Education
• Personality

We will now discuss the internal influences on consumers, which are usually associated with individual psychological factors (Peighambari et al., 2016).

Importance of Understanding Internal Influences

Customer perception is among the greatest internal factors, as it dictates the way in which a customer perceives a brand (Quara, 2018). We can employ the perceptions customers hold of Rollin’ Autos to modify them or reinforce them.

Specific Influences on Rollin’ Autos Customers

• Customers who prioritize their time and consider Rollin’ Autos to be a convenient and time-saving alternative.
• Customers who do not feel comfortable waiting at an old-style auto body shop.
• Customers who appreciate having control over their environment during the service.  

RECOMMENDATIONS

Rollin’ Autos has shown the ability to offer convenient and accessible car maintenance services. Perceived convenience savings in terms of time and effort will help bring in a wide base of customers. To further induce this feeling of accessibility, Rollin’ Autos might create mechanisms such as a specialized app to book regular appointments and check-ups. Convenience is the focus of this study, as it proposes that an app-based easy booking system would vastly enhance customer ease of use.

To cater to demand created by the application, Rollin’ Autos is already in the process of increasing its staff and fleet of service cars. New staff can be sent to operate in different geographic regions such that the closest driver is able to respond quickly to service calls.

SUMMARY

Rollin’ Autos can appeal to a wide customer base due to the convenience of its time-saving aspect and comfort. By adding capacity to its fleet to keep pace with growing demand and decreasing waiting times, Rollin’ Autos can improve satisfaction among customers further. Implementation of a new app would streamline the process of scheduling appointments and schedule employees most effectively.