Customer experience: A top priority for car dealerships

Nowadays, dealerships live only thanks to their customers. Optimizer the customer experience is, therefore, one of the concerns for car dealers to improve their performance in this competitive world. This article attempts to answer the question: why is customer experience more important than ever? And, to sheds light on how car dealerships orient their strategy to a customer experience approach. To answer this underlying question and adapt it to the chosen field of study, an exploratory qualitative survey was conducted with managers and commercial advisors of Moroccan car dealerships in the cities of Rabat and Salé. This field of investigation offers a potential of several interviews, a set of targeted car dealers, fifteen individual face-to-face interviews were conducted using a semi-directive interview guide. The analysis of the results obtained from this study confirms that customer experience has become the credo of car dealerships and is considered to be a crucial differentiation issue for any Moroccan car dealer looking to promote its market share and improve its performance while ensuring its competitive potential, both nationally and internationally, in the digital age. The premise of this empirical study may also be of great interest to some researchers who tend to study customer experience as an explanatory factor of company performance, whatever its size and sector of activity. Keywords: Customer experience, competitiveness, performance, digital, car dealer JEL Classification: L10 – M31 Paper type: Empirical researc