Competitive Advantage of the Car Brand in the Light of Qualitative Price Quantification : Analysis Based on the Example of the Selected Impact Area

• Autorzy: Janusz Ząbek

Warianty tytułu

Przewaga konkurencyjna marki samochodowej w świetle jakościowej kwantyfikacji cen. Analiza na przykładzie wybranego obszaru oddziaływania

• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

W obliczu zachodzących zmian ważnym wyzwaniem dla producentów samochodów jest oddziaływanie na rynek za pośrednictwem cen. Głównym celem badawczym pracy jest identyfikacja roli ceny w budowie przewagi konkurencyjnej producenta marki samochodu w danym obszarze jego oddziaływania. Badanie audytoryjne zrealizowano wśród klientów wiodącej marki samochodowej z obszaru byłego województwa tarnowskiego. Z przeprowadzonych badań wynika reguła tworzenia przewagi konkurencyjnej. Z reguły tej wynika, że liczba klientów zadowolonych z końcowej jakości nabytego wyrobu jest większa, jeżeli większa jest liczba klientów decydujących o wyborze marki oraz zakładu naprawczego reprezentującego markę na podstawie ceny. Z reguły tej wynika także, że liczba klientów zadowolonych z końcowej jakości nabytego wyrobu jest większa, jeżeli większa jest liczba klientów uznających cenę za konkretne usługi naprawcze jako spełniającą ich wymagania. W badaniu potwierdzono, że skuteczne zarządzanie przez cenę z wykorzystaniem parametrów jakościowych oznacza zdobycie przez markę przewagi konkurencyjnej. Ocena ceny z uwzględnieniem jakości może być wykorzystana do wprowadzania marek na rynek w warunkach globalnych. (abstrakt oryginalny)

Słowa kluczowe

EN

Competitive advantage; Quality; Scales satisfaction and loyalty; Brand

PL

Przewaga konkurencyjna; Jakość; Skale satysfakcji i lojalności; Marka

• Czasopismo: Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie
• Rocznik: 2020
• Tom: 48
• Numer: nr 4
• Strony: 77--93

Twórcy

autor

Janusz Ząbek

• Małopolska Wyższa Szkoła Ekonomiczna w Tarnowie

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Identyfikatory

DOI

10.25944/znmwse.2020.04.7793