Tutorial C3

Servitization of BMW DriveNow Program Team Members (from left to right): Jad Dbouk, Hsieh Chia Chen, Li Pan Pan, Delvy, Myo Min

This study is to investigate the impacts of the shift in customer's attitudes and behaviors, by exploring whether positioning the BMW DriveNow Program as service-based has a positive effect on customers' perceived benefits and their purchase intentions. In determining the scope of the study, the focus has been on (1) website analysis, such as scholarly journals, and media resources (2) development of online survey. For instance, articles those are relevant to BMW DriveNow program servitization within a broader manufacturing factor, the value creation through services provided, are all consider relevant. The method research approach is quantitative research. The sampling style would be non-random sampling, which is snowball sampling, which is easier for respondents fill, easier and faster for us to share. The sampling size that our group targeted is 300 randomly selected respondents. 50 respondents each for Indonesia (Batam) Taiwan (Taichung) China (Anhui) Myanmar (YanGon) France (Paris) United Kingdom (London), in order to get comprehensive result from various countries. The reason we are targeting a large number of participants is to satisfy the research objectives, get the precise data and provide more detail information from the potential customer.