Online–Offline Channel Integration and Sales Performance in BYD 4S Dealerships

Abstract

As China's new energy vehicle (NEV) market evolves from policy-induced expansion to intense rivalry and competition, dealership profitability increasingly depends on after-sales services rather than vehicle transactions. This research examines the transformation from traditional sales to life-cycle services of BYD authorized 4S dealerships in an integrated online–offline network. The research extends service-dominant logic and services marketing theory to examine the interaction effects of six operational determinants of dealership performance. A stratified random sample of 120 dealerships yielded 36 months of operational data, resulting in 4,320 store-month observations. Hierarchical regression analysis indicated that the six factors increased explained performance variance from 31.0% to 68.0%. App inquiry response time (β = −0.43), online lead conversion (β = 0.47), and follow-up call completion (β = 0.42) are significant predictors. Online conversion positively interacts with offline reception (β = 0.17), indicating complementary channel effects. All seven hypotheses are supported, suggesting that controllable operational practices matter for dealership performance beyond location and scale. This study suggests a manufacturer-driven dual-channel enablement platform, along with a three-phase implementation approach, to improve operational efficiency, service integration, and the profitable sustainability of dealerships