Evaluation of the Importer, Dealer and Customer Interaction in Order to Improve the Efficiency of Marketing Activities in the Value Chain

The purpose of the presented master's thesis is to evaluate the interaction of the importer, dealer and customer within the marketing activities in the value chain in the after-sales service market in Russia in case to improve its efficiency and to provide customers with greater value of official services. In the course of writing the paper the relevant research publications of Russian and foreign authors, ndustry reports and expert opinions were analyzed. As part of the qualitative empirical research a number of semi-structured interviews were conducted with experts (10 representatives of dealerships and 6 representatives of the importer), as well as customer surveys (100 relevant customer profiles). On the basis of the results of qualitative research, the interaction of the importer, dealer and customer was evaluated within the framework of the marketing activity in the value chain in the after-sales service of cars. Results of the research: it was revealed that there are two styles of interaction between the importer and the dealer within the framework of marketing actions - the first one - based on the recommendations of the importer and the second one - based on the needs of customers. Dealers belonging to the second group were more successful than the dealers of the first group, despite the fact that they spend additional efforts to negotiate with the importer. Also, customers of the second group of dealers were more satisfied with participation in the considered action. Based on the results, were developed recommendations for improvement of the interaction between importer, dealer an customer.