Technology has impacted businesses in different areas, and, consequently, many companies have found it necessary to make changes in their structures and business models to improve customer satisfaction. The objective was to quantify the effect of dynamic capabilities on customer satisfaction, through digital transformation within the automotive sector. A random sample of 42 questionnaires on 127 surveyed industries was collected during the period 2019–2020 in a pre-COVID-19 context. A structural equation model (SEM) in two stages was applied. In the first stage, two reflective models were built. In a second stage, a structural equation model was evaluated. The results obtained in this study showed that the capabilities of sensing, seizing and innovation were suitably grouped in a construct called “Dynamic Capabilities”. A positive influence of Dynamic Capabilities on customer satisfaction was found. Therefore, the companies in this industry should focus on developing dynamic capabilities to improve customer satisfaction. Once the opportunities have been identified, managers take advantage of their potential (seizing) to transform and exploit knowledge in the creation, innovation, process improvement, and definition of strategies to combine new knowledge with that already existing. The digital transformation has contributed to identify the real needs for customers, to contact them and solve their problems, as well as offering products and services by anticipating their needs.
Objective: The objective of the paper is to identify relations between digital transformation and the micro-foundations of the dynamic capabilities within the automotive sector.Methodology: To achieve the previous goal, the analysis is based on a literature review and expert judgments through a survey. Then, from a quantitative methodology of exploratory analysis the correct assignment of the indicators as well as a SEM analysis of structural equations with latent variables as a statistical technique has been used. Results: Therefore, using the indicators already presented, it has been possible to establish the relationship model. We have been able to present how all these indicators correspond to dynamic capabilities, and it is the digital transformations that generate them. Limitations: the research presents some limitations that should be considered when contextualizing the work done. The most representative one is the difficulty of obtaining a larger sample, because out of 142 surveys, only 42 responses were obtained, due to the limited time respondents had to attend to the researcher.Practical implications: the automotive industry is continuously impacted with the introduction of new technologies, which makes it necessary for organizations to adapt to the fast pace of growth. Furthermore, companies that understand the importance of digital transformation show more modern work styles, consider user preferences and the information they can obtain from the context.
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