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Post-Sales Marketing Study in the Mexican Automotive Sector
Enrique Aarón García Vázquez
Instituto Politécnico Nacional de Mexico - (MX)
After-sales marketing is a fundamental strategy to strengthen customer loyalty in the Mexican automotive sector, as it directly influences consumer satisfaction and loyalty to a brand or dealership. This study examines in detail current after-sales practices, including maintenance services, warranties, customer service, and rewards programs. It also identifies the main challenges that companies face, such as increasing competition, digitalization of services, and changing customer expectations.
Based on this analysis, key opportunities are highlighted to improve the after-sales experience by implementing technology-based strategies, such as the use of artificial intelligence, automation in customer communication, and digital platforms for service management. In addition, the importance of personalization in customer service is emphasized, through loyalty programs, exclusive offers, and proactive communication.
Finally, the study proposes a set of innovative strategies that seek not only to improve customer satisfaction, but also to increase the profitability of automotive companies in Mexico, strengthening their competitiveness in a constantly evolving market.
