Análise da cadeia de valor do cliente no processo de compra de peças de reposição automotiva

Resumo

This study investigates the Customer Value Chain (CVC) in the automotive aftermarket, seeking to understand how value is perceived, created, captured, and eroded throughout the spare parts purchasing process. The relevance of this research lies in recent transformations in consumer behavior, as buyers increasingly adopt digital channels and seek greater autonomy in their purchasing journey, which has intensified the entry of technology-based players and reshaped the sector’s competitive dynamics. The main objective was to map and analyze the CVC from the perspectives of three key stakeholders — end consumers, mechanics, and distributors — in order to identify the weak links that may disrupt the purchasing journey. To achieve this, a quantitative approach was adopted and developed in four stages: literature review to identify the main constructs related to the consumption journey and the CVC; construction of the chain in collaboration with executives from an auto parts distributor, representing the journeys of consumers and mechanics; application of structured questionnaires to the three groups; and statistical data analysis to verify significant differences among them. The results revealed relevant differences in perceptions of the purchasing journey. Mechanics reported the highest levels of dissatisfaction, particularly in the warranty and return stages, indicating that this link concentrates operational frustrations and points of value erosion. Distributors, on the other hand, demonstrated high levels of satisfaction, while consumers showed intermediate perceptions, especially valuing the relationship and evaluation stages. The study concludes that satisfaction in the CVC is not solely related to the quality of delivery but to the alignment between the importance attributed and the value perceived at each stage. The lack of such alignment generates value erosion, particularly in the intermediate links, such as mechanics, who assume responsibilities beyond their technical expertise without receiving adequate support. From a theoretical perspective, the study contributes by filling a gap in the literature through an integrated analysis of the three links in the B2B2C (Business to Business to Consumer) relationship, overcoming the predominant approach that considers only pairs of interactions. Furthermore, it differentiates itself by articulating perceived value and satisfaction as complementary dimensions for identifying points of erosion, offering a more comprehensive view of the customer experience. From a practical perspective, it provides insights for restructuring processes in the automotive aftermarket, aiming at improving customer experience and ensuring the sector’s sustainability.

Ficha do documento

Tipo

Dissertação

Ano

2025

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/37671

Temas

Desenvolvimento EconômicoTecnologia

Palavras-chave

Cadeia de valor do clienteReposição automotivaComportamento do consumidorCustomer value chainAutomotive aftermarketConsumer behaviorAdministração de empresasCadeia de valorIndústria automobilísticaCanais de distribuiçãoPlanejamento estratégico