Motivation as a Driver of Customer Service: The Impact on Automobile Dealerships

Abstract

The objective of the research is to analyze the relationship of Motivation as a soft skill that drives Customer Service in car dealerships, specifically in sales area employees. The survey was applied to a sample of 81 managers from the sales area of automotive agencies in the Monterrey metropolitan area. The proposed model was linear regression. The surveys were processed with SPSS Statistics. The hypothesis was confirmed, about the positive and significant relationship of the predictor variable and the dependent variable, in the employees of the sales area in the automobile agencies. It is suggested to analyze and build a complementary profile of the necessary soft skills of sales collaborators in car dealerships and other sectors.

Human Skills in the Era of Industry 4.0 in the Indian Automotive Industry

“…Based on the findings of Escamilla Vielma et al (2022) research, the automotive industry places significant emphasis on customer service, wherein effective communication, motivation and hospitality are identified as critical elements that distinguish one dealership from another, even in light of similarities in products, safety, technology and pricing. Acquiring specific skills, such as cognitive flexibility, adaptability to new situations, a pragmatic orientation and a results-oriented mindset, is increasingly recognised as essential for success in the automotive industry (Hakkak et al, 2021).…”

“…While technical expertise and manufacturing innovations are highly valued, human skills such as communication, teamwork, adaptability and leadership receive limited attention within the industry, creating a skills gap that needs addressing (ARM Automotive; n.d.; Basu, 2019;Chenoy et al, 2019;FICCI et al, 2017;Kumar & Bhatia, 2020;Wankhede & Vinodh, 2021). Despite extensive global research on the significance of human skills in the automotive industry, there is a noticeable gap in understanding their role within the unique context of the Indian automotive sector (Auto Training Centre, 2022;Escamilla Vielma et al, 2022;Firmansyah & Soeharto, 2020;Kozlovsky et al, 2022). This gap presents an opportunity for empirical inquiries to explore the impact of human skills on career development and industry competitiveness, filling a critical void in the literature.…”

“…Skilled technicians, proficient in expertise, customer service and digital tools, are crucial for delivering high-quality service (Ojha et al, 2021). As vehicles become more complex, the demand for skilled technicians with robust human skills is expected to rise, impacting brand loyalty and customer satisfaction in after-sales service (Escamilla Vielma et al, 2022; Vera & Suryanto, 2021). Erol et al (2016) advocate that employees shift towards creative and communicative activities amid routine task automation.…”