p-ISSN: 2723-660 e-ISSN: 2745-5254
Vol. 5, No. 10, October 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4631
Market Acceptance Strategy through Customer Centricity
Approach in Electric Truck Product Development with
Systematic Method Literature Review
Sekar Widyasari Putri1*, Dominggo Bayu Baskara2 , Krisnayanti Aditasari3
Universitas Telkom, Surabaya, Indonesia
Email: sekarwidyasariputri@telkomuniversity.ac.id1*
*Correspondence
ABSTRACT
Keywords: Electric
Vehicles; Customer
Centricity; Market
Acceptance
Transportation is one of the contributors to CO2 pollutants that
cause Greenhouse Gas (GHG) emissions, ultimately impacting
global climate change. The creation of electric vehicles is
concerned with clean energy and handling global climate change.
This aligns with the 17 global goals of the United Nations, which
are the world agenda to protect planet Earth and for everyone to
live a decent life by 2030. However, creating innovations in
production and transforming consumers to switch from fuel
vehicles to electric vehicles, especially electric trucks, is equally
difficult. In 2022, based on data from Vehicle Type Approval,
electric truck sales in Indonesia have the lowest number compared
to other types of electric vehicles. This study aims to discover how
innovation should be carried out and how consumer desires can be
fulfilled from these innovations so that the market easily accepts
electric truck products with the hope that interest and sales can
increase. This study uses a literature study method that provides
an overview of how the customer-centricity approach is applied to
support innovation during production. The results of this study
provide suggestions in the development of electric trucks that
companies should not only focus on technology but also focus on
consumer needs to adopt electric truck technology such as cost
and economic benefits, charging infrastructure available in
various locations, government support and policies, social
influence, economic and social factors, promotion policies and
regional support.
Introduction
The adverse impact of CO2 pollutants from the transportation sector, such as
global warming and Greenhouse Gas (GHG) emissions, also affects the changing needs
of consumers for more environmentally friendly transportation. The presence of electric
vehicles is a solution to reducing costs and environmental impacts from the mobilization
of society and logistics operations. Therefore, manufacturing in the carousel sector has
begun to develop electric vehicles. Innovation is important in the business cycle to
provide novelty (van Riel et al., 2021). In modern marketing concepts, manufacturers are
not only required to be able to create innovative products but also have a competitive
Sekar Widyasari Putri, Dominggo Bayu Baskara, Krisnayanti Aditasari
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4632
advantage (Reshetko et al., 2021). This concept must also be applied to the electric vehicle
industry. Because the electric vehicle industry promises to reduce carbon dioxide
emissions and dependence on oil (Huang et al., 2021). As a solution to reducing costs and
environmental impacts from mobilizing public goods and logistics operations,
manufacturers now widely develop electric vehicles in carousels, including electric trucks
as vehicles for transporting goods (Bansal et al., 2021).
Research and development of electric trucks are not only carried out and are in
demand by carousel manufacturers but have also begun to be developed by educational
institutions/universities. Telkom Institute of Technology Surabaya is one of the
universities that has developed electric trucks starting in 2021-2022. The features offered
on electric truck products include using a 50kw motor dynamo with a 96v 400ah
controller that can produce a speed of 70km/h, the battery used is 96v 200ah capable of
traveling a distance of 60km, this electric truck is also equipped with a feature that can
detect the load carried. However, the current obstacle is that ready-made electric truck
products have not been in demand by the industry, and the marketing carried out has not
been maximized, so electric truck products researched by the Telkom Institute of
Technology, Surabaya have not been commercialized. The following is a prototype
electric truck from the Telkom Institute of Technology Surabaya.
Figure 1. Electric Truck Prototype of Telkom Institute of Technology Surabaya
In the development of electric vehicles, manufacturers often focus on innovation
and technology, such as features on electric trucks, as an effort to differentiate products
to achieve competitive advantages. But the real challenge is how the product can be
marketed and accepted by the market. Often, manufacturers only focus on the process and
ignore customer centricity. The lack of consumer acceptance of electric vehicles is the
main problem in increasing the growth of electric vehicle production (Huang et al., 2021).
The total sales of lyric vehicles in Indonesia in 2022 were 21,987 units, based on the
following vehicle type comparison.
Market Acceptance Strategy through Customer Centricity Approach in Electric Truck
Product Development with Systematic Method Literature Review
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4633
Figure 2. Comparison Chart of the Number of Electric Vehicle Sales in Indonesia in 2022
Source: Vehicle Type Approval (2022)
The graph shows that truck/freight electric vehicles have the lowest sales. The
results of the study confirm that consumer preference for electric vehicles for transporting
goods with batteries is low (Rommel & Sagebiel, 2021). The low interest in electric
vehicles transporting goods in Indonesia is influenced by infrastructure limitations such
as the number and distance of charging stations; while abroad, this is not an obstacle, so
transportation in the form of trucks has been electrified. Therefore, in the manufacture of
electric trucks, it is necessary to adjust to the existing conditions in the market to attract
consumer interest, this means that a customer-centric approach is very important when
carrying out the development and production process (Benzidia et al., 2021)
Customer-centric is a strategy that puts customers at the center of all the
Company's activities (Kreuzer et al., 2020). The customer-centricity strategy has been
widely used and has given success to the Company. Companies that implement this
strategy will focus their business processes on customer desires ranging from
manufacturing, pre-sales and services so that the products produced are according to
customer needs, which will ultimately increase customer retention (Magatef et al., 2023).
What is needed in customer centricity is to understand the expectations of product features
and the interaction between customers and the company in the business process (Hampton
et al., 2022).
This research is part of the development of electric vehicles that is being carried
out by a research team at the Telkom Institute of Technology Surabaya campus. The focus
of this study is to apply a customer-centric approach in the production process of electric
trucks because in 2023, the electric vehicle development team at the Telkom Institute of
Technology Surabaya plans to be able to commercialize the results of the electric vehicle.
643
19.024
267
2.647
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Truck Bus Motorcycle Motor Trike Car
Graph Comparison of the Number of Electric Vehicle Sales in
Indonesia in 2022
Sales
Sekar Widyasari Putri, Dominggo Bayu Baskara, Krisnayanti Aditasari
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4634
This research departs from two main questions, which focus on understanding the
market dynamics and adoption strategies for electric vehicle products in the freight
transportation segment. The first question seeks to determine the most effective market
acceptance strategy for electric vehicle products, specifically in the context of freight
transportation. It aims to explore various factors that influence market readiness and
consumer interest in transitioning from traditional fuel-based vehicles to electric trucks.
The second question examines how the customer centricity approach can be effectively
applied in the development and sales processes of electric vehicles within the freight
transportation segment. This involves investigating how focusing on consumer needs and
expectations during product development can enhance the overall marketability and
adoption rate of electric trucks. Together, these questions guide the research towards
developing actionable insights for improving electric truck adoption by aligning
innovation with consumer preferences.
Methods
Research Design
This research aims to solve the problem by answering the main question of how
to develop electric vehicles, especially freight transportation that is ideal for consumers,
how the production of electric trucks can meet the desires and needs of consumers so that
they can be accepted and even compete in the electric vehicle market for freight
transportation. This research is qualitative, and the problems in this study will be solved
using a systematic literature study method, namely a methodology that provides
suggestions to researchers in a structured and explicit manner to support the solution to
the problem being researched. Research methods through literature study start from
identifying, evaluating and synthesizing a collection of research produced by researchers,
academics and practitioners (Klein Marodin et al., 2023). Literature studies are also
analyses in the form of criticism and suggestions from research that is being carried out
on a specific topic. This method was chosen because it is most suitable for the problem
being researched, namely how to apply customer-centric in the development of electric
trucks so that the commercialization of electric vehicles becomes successful; in this case,
the development team needs to solve the problem through suggestions from the scientific
literature. The following is a systematic literature review framework that will be used to
answer the problems in this study.
Research Question
1. What is the market acceptance strategy for electric vehicle products
in the freight transportation segment?
2. How the customer centricity approach can be applied to the
development and sales of electric vehicles in the freight
transportation segment?
Material Collection (Juli 2022-Juli 2024)
150 Papers
Market Acceptance Strategy through Customer Centricity Approach in Electric Truck
Product Development with Systematic Method Literature Review
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4635
Figure 1. Literature Review Framework
Case Selection
The research object is an electric truck product developed by the Telkom Institute
of Technology Surabaya. The problem was discovered through direct observation during
2021-2023. The resource persons in this study are an electric truck development team
consisting of students and lecturers.
Results and Discussion
At the same time, electric vehicle developers are faced with two circumstances;
on the one hand, they must maintain efficiency in the electric vehicle development
process due to limited resources and on the other hand, they cannot ignore the satisfaction
of customer needs (Scherrer et al., 2020)This section will discuss the application of a
customer-centricity strategy in the development of electric vehicles based on the results
of literature studies.
From the results of the dataset synthesis that has been carried out, key points are obtained
that can be used as a customer-centricity approach. By implementing these key points, it
is hoped that the development of electric truck technology can affect the adoption of
electric vehicle technology. These key points have been summarized in the following
table
Tabel 1. Poin Kunci Pendekatan Customer Centricity untuk Adopsi Teknologi
Pengembangan Truk Listrik
No
Key Point
Sitesis Result
Literature
1.
Environmental
Awareness and
Concern
The study results
show that interest in
technology adoption
in electric vehicles is
influenced by
consumer technology
awareness.
(Pai et al., 2023),
(Zhao et al., 2016),
(Rotaris et al., 2021),
(Ling et al., 2021),
(Okada et al., 2019),
(Shetty et al., 2020),
(Pramajaya &
Haryanto, 2021),
(Huang & Ge, 2019),
(Fan et al., 2020),
Material Refinement
Removing duplicates
Title Abstrack assessment
Full-text assessment
Final Dataset Used for Result
Reporting
72 Papers
Data Eliminated
78 Papers
Sekar Widyasari Putri, Dominggo Bayu Baskara, Krisnayanti Aditasari
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4636
(Zhao, Noori, &
Tatari, 2016).
2
Economic
Costs and
Benefits
a. Long-distance
truck
electrification
could generate
economic benefits
of more than $5
billion per year in
climate and health
damage
avoidance,
b. Medium electric
trucks offer cost
advantages and
lower GHG
emissions in the
life cycle
compared to non-
electric
technologies.
c. Break-even
analysis shows
that electric trucks
can achieve cost
parity with diesel
trucks within a
few years,
depending on
their weight class.
d. Semi-electric
trucks have a
payback period of
about 3 years,
depending on the
battery
replacement
factor and the
price of
electricity.
e. The purchase cost
and maximum
range are
important vehicle
attributes for
potential buyers
of electric
vehicles.
(Babu et al., 2022),
(van Riel et al.,
2021),
3
Charging
Infrastructure
a. The availability
of charging at
work and public
locations is the
Michael et al. (2022),
(Zhao et al., 2016),
(Shetty et al.,
2020), (Fan et al.,
Market Acceptance Strategy through Customer Centricity Approach in Electric Truck
Product Development with Systematic Method Literature Review
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4637
most considered
factor by
consumers when
buying an
electric truck
after their
residence.
b. Most households
will pay annually
to develop and
install fast
charging
stations.
c. Sufficient
charging
infrastructure
must be adopted
to improve EV
owners'
convenience and
reduce queues'
duration.
2020), (Huang &
Ge, 2019),
(Pramajaya &
Haryanto, 2021),
(Ling et al., 2021),
(Pai et al., 2023),
(Rotaris et al.,
2021), (Okada et
al., 2019)
4
Government
Support and
Policy
a. policies and
investments,
charging
infrastructure
layout and
planning, and
operation and
safety services are
consumer
considerations for
the adoption of
electric trucks
b. advanced
dynamic subsidy
and taxation
policies can
improve charging
infrastructure and
economic
efficiency.
c. Government
policies such as
free licenses and
at-home charging
facilities
significantly
influence EV
purchase
intentions in
China.
Qiao dan Raufer
(2022), (Sripad &
Viswanathan, 2018),
(Lee et al., 2013),
(Tong et al., 2021),
(Li et al., 2021),
(Tanco et al., 2019),
(Lee & Thomas,
2017), (Mandys,
2021), (Dumortier et
al., 2015), (Abotalebi
et al., 2019)
Sekar Widyasari Putri, Dominggo Bayu Baskara, Krisnayanti Aditasari
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4638
5
Innovation
Technology
Research
a. Using mobile
charging trucks
with V2V energy
transfer can
reduce reliance on
stationary
infrastructure.
b. Consumer
purchasing
preferences
depend on the
type of vehicle,
c. Technological
innovations, such
as autonomous
vehicles to
improve safety,
are crucial in
overcoming
barriers to electric
vehicle adoption
in the growing
Asian market.
Hu et al. (2018), (N.
Wang et al., 2014),
(Bertucci et al.,
2023), (Kong et al.,
2018), (Ardeshiri &
Rashidi, 2020),
(Kabir et al., 2021),
(Fang et al., 2020),
(Liimatainen, 2021),
(Globisch et al.,
2019), (Greene et al.,
2020), (Hardman et
al., 2018)
6.
Logistics and
Operational
Needs
a. The use of electric
vehicles in supply
chain
management and
charging
optimization can
optimize logistics
functions to
reduce the
operating costs of
electric trucks.
b. A multi-criteria
analysis shows
that electric trucks
offer significant
advantages in
urban delivery.
Byun dan Choi
(2021), (Lou et al.,
2017), (Allahmoradi
et al., 2022), (Lu et al.,
2020), (Xu et al.,
2019), (Liao et al.,
2019), (Liu et al.,
2021), (Qian et al.,
2019), (Nie et al.,
2016)
7.
Social
Influence and
Community
Awareness
a. Social influence
becomes
significant when
there is a positive
public opinion
about electric cars
and the market
share increases.
b. Social interaction
has a significant
role in consumer
choices.
(Coffman, Bernstein,
& Wee, 2017),
(Thakre et al., 2020),
(Ghasri et al., 2019),
(Albrahim et al.,
2019), (Madrid,
2022), (Mittal, 2023),
(Moon, 2021),
(Borlaug et al., 2021),
(Morton et al., 2016),
(Tu & Yang, 2019)
Market Acceptance Strategy through Customer Centricity Approach in Electric Truck
Product Development with Systematic Method Literature Review
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4639
c. Seller-customer
interaction and
positive
experience value
significantly
affect EV
purchase intent.
8.
Faktor
Ekonomi dan
Sosial
Vehicle leasing
models are the most
preferred option for
BEVs.
Studi oleh Xia, Wu,
dan Zhang (2022),
(Tovarianskyi et al.,
2022), (Mohammed
& Villegas, 2023),
(Sadati et al., 2022),
(Qasim & Csiszár,
2021), (Peng et al.,
2023), (Lyu et al.,
2023), (Wątróbski et
al., 2017), (Qiao &
Raufer, 2022), (Moll
et al., 2020)
9.
Regional
Promotion and
Support Policy
Non-financial
incentives such as
dedicated lane access
and free parking can
increase EV
adoption.
(Samet et al., 2021),
(Axsen et al., 2013),
(W. Wang et al.,
2023), (X. Wang et
al., 2021)
From the key point of our customer-centric approach, we form a model for adopting
electric truck development technology. The following are the models we have developed
Figure 3. Customer Centricity Approach Model for Adoption of Lisrik Truck Technology
Sekar Widyasari Putri, Dominggo Bayu Baskara, Krisnayanti Aditasari
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 10, October 2024 4640
Conclusion
Electric trucks are a form of innovation in the field of transportation, in general a
product innovation only focuses on the development of the product itself (centric
products), but from the existing problem that it is not easy to innovate electric trucks to
enter the transportation market. In this study, we found a strategy to enter the market,
namely with a customer-centric approach where the focus on technology development
and focus on customer needs must go hand in hand so that the innovations developed in
accordance with consumer preferences to adopt technological innovations, thus market
acceptance will be easier.
There are nine keys to implementing a customer-centric approach, including
focusing on Environmental Awareness and Awareness, Economic Costs and Benefits,
Charging Infrastructure, Government Support and Policies, R&D, Technology and
Innovation, Logistics and Operational Needs, Social Impact and Community Awareness,
Economic and Social Factors, and Regional Promotion and Support Policies. These key
points are the main needs of consumers to adopt electric vehicles in the freight
transportation segment. By implementing customer centricity, it is hoped that electric
vehicle manufacturers in the freight transportation segment will find it easier to enter the
market and products will be easier to be accepted by the market.
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