Technology Acceptance of Connected Services in the Automotive Industry
Contenu
Telematics in the automotive industry are the most popular example of Connected Services. But despite their implementation in several million of vehicles worldwide, there has only been little consideration in research. Clemens Hiraoka analyzes the entire customer lifecycle from awareness, acceptance, and usage to the renewal of the service contract and uncovers the drivers in each of these stages. His evaluation gives a series of new implications for management and research.
Informations bibliographiques
juillet 2009, 151 Pages, Applied Marketing Science / Angewandte Marketingforschung, Anglais
Gabler
978-3-8349-1870-3