Examinando por Materia "Mercado automotriz"

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    Factores motivacionales decisión de visita concesionarios AKT
    (Universidad EAFIT, 2025-12-22) Arévalo Londoño, Sara; Atencio Hoyos, Diego Fernando; Mejía Gil, María Claudia; Botero Cardona, Andrés
    This research studies the factors that motivate or inhibit consumers from visiting motorcycle dealerships in a context where digitization and omnichannel retailing have transformed purchasing processes. Using a qualitative and descriptive approach, it analyzes the levels of involvement, perceptions, and key factors in the decision to visit an AKT dealership in the city of Medellín. The methodology implemented combines 21 semi-structured interviews with visitors to the main showroom of this motorcycle brand with an observational analysis (participant and non-participant) that recorded 30 visits. It found that the salesperson’s attention is a decisive factor in the choice of dealership. Likewise, it was determined that the purchase decision is strongly influenced by social factors, as evidenced by the high frequency of visits in company (66 % of recorded visits). The key motivators are functionality (mobility and economy of spare parts) and the fulfillment of an emotional dream. In contrast, delays in service were identified as a significant inhibitor that discourages customers. These results show that, in the automotive sector, the customer experience at dealerships is a decisive factor that mitigates mistrust related to fears of scams or functional or quality risks in online channel sales. This understanding will enable companies to optimize their marketing strategies and improve the customer experience in a post-pandemic scenario of digital transformation, especially by leveraging the showrooms as an essential validation space for previously informed customers.