Service Design, Marketing and Automotive Aftermarket: Perspectives from a Polish Study

In this chapter we focus on applying user insights into automotive aftermarket service development, value proposition design and branding strategies. The adoption of user-centered design offers a great potential for the automotive aftermarket research and practice. Industry reports highlight that gaining deeper customer insights is one of the game changing opportunities for automotive aftermarket actors. We investigate this phenomenon by adopting qualitative investigation based on in-depth interviews with female car drivers on a Polish market. Our findings show that there are potential market segments with unmet needs which are yet to be recognized and responded with adequate service and marketing offerings. Our study can encourage owners and managers of automotive aftermarket firms to consider applying user-centered logic in their marketing activities.