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Háskólinn í Reykjavík > Samfélagssvið / School of Social Sciences > MSc Viðskiptadeild (og Klínísk sálfræði -2019) / Department of Business Administration >

Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/39992

Titill: 
  • Titill er á ensku Analysis of gender-specific behavior in the automotive retail business : an economic potential assessment based on the Volkswagen Group Retail Deutschland
Námsstig: 
  • Meistara
Útdráttur: 
  • Útdráttur er á ensku

    In this company case study of the Volkswagen Group Retail Deutschland, the author researched gender-specific behaviors in automotive retail. The research was conducted with mixed methods through a quantitative data analysis of the sales representative’s individual data, qualitative expert interviews, and a semi-structured direct field observation.
    The research supported the existence of gender-specific behaviors in automotive retail with the following research questions:
    • Which gender-specific behaviors and unconscious biases exist in automotive retail?
    • How are these behaviors and biases expressed?
    • How can these behaviors and biases be used economically?
    Several hypotheses were created to help answer these questions. Support for the hypotheses was found through a quantitative analysis of the sales representative data, expert interviews, and direct field observations. These hypotheses are:
    • Men prefer male employees as their advisors, and women prefer female employees as their advisor
    • Customers see gender as a competence criterion
    • Women wish a less technical consultation than men
    • Diverse Teams perform better than homogenous teams
    • Men have a better individual word performance than women
    • Women have a more structured working style
    Several ways to work customer-centric, promote diversity and women in the workforce, and adjust the customer journey of men and women according to their different expectations are found. Thus, several utilizable methods and ways for traditional industries and sectors to improve diversity, customer-centricity, and subsequently economic performance are found. The recommended courses of action include creating diverse teams, active sourcing, a more active promotion process, the creation and rearrangement of a diversity task force, and adaptations of the customer journey.

Samþykkt: 
  • 4.10.2021
URI: 
  • http://hdl.handle.net/1946/39992


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