The Go-Ahead garage

The proprietor of the Go-Ahead garage is looking for ways of improving its image with its customers, and through word-of-mouth communication is hoping to persuade more car owners to make use of its services. A brainstorming session came up with the following ideas:

 1:Get rid of all excess grease and dirt on all cars serviced or repaired.

2:Ensure prices charged are very much in line with those of competitors.

 3:Double-check all repairs involving tightening of screws.

 4:Inform the customer of the exact nature of all guarantees regarding repairs.

 5:Always consult customer before carrying out any repairs.

 6:Make sure that the estimate corresponds well with the actual price charged.

 7:Ensure cars are always ready for collection by a specified time arranged with the customer in advance.

 8:Make sure that the mechanics are neat and tidy before they talk to customers.

 9:Have a comfortable reception area for customers.

10:Ensure that staff understand the importance of being courteous to customers.

11:Provide a while-you-wait service for small jobs.

12:Offer do-it-yourself facilities.

13:Provide free advice regarding repairs or problems reported by customers.

14:Provide written estimates for all jobs.

15:Offer a 24-hour service.

16:Offer a free car-loan service while undertaking repairs or service.

17:Better petrol pump dispensers which do not damage car paintwork around the filler orifice or allow petrol to drip on to the bodywork.

18:Readily visible price list for standard servicing charges in the reception area.

19:Provide details of mechanics’ experience and qualifications in a ‘hall of fame’ board in the reception area – and make sure that it is up to date.

20:Have an experienced member of staff inspect all repair jobs prior to vehicle release to customers and make sure that customers know who the inspector is.

21:Attract well-qualified staff.

22:Make sure all equipment and tools are regularly inspected and replaced at regular intervals.

23:Get AA and RAC approval.

24:Ensure adequate stocks are kept of common parts to avoid delays and reduce costs which are normally passed on to the customer.

25:Ensure the service management personnel who interact with the staff are well trained in customer interaction.

26:Better advertising.

27:Lower prices for regular customers.

28:More detailed reports for the customer of work carried out on the car.

Table 13.6 Customer satisfaction rating of the garage

Satisfaction with: 

Importance (mean value)  Garage rating (mean value) 

Reliability of repairs 10.0  7.3 

Prices for repairs 6.5  6.5 

Prices for service 5.3  7.2 

Guarantees 7.5  5.5 

Time taken for repairs  6.2  4.6 

Time taken for service  5.4  3.9 

Appearance of staff 3.2  6.5 

Availability of spares 4.1  2.6 

Help given to DIY 3.0  2.2 

Helpfulness of staff 6.5  4.1 

Opening hours  8.0  7.5 

Forecourt petrol facilities 5.5  6.0 

Staff expertise 9.0  4.2 

Staff courteousness 7.1  3.5 

Realism of estimates 8.0  3.1 

Recently the garage had commissioned a market research survey to ascertain customer satisfaction with its services. The information shown in Table 13.6 had been ascertained using a ten-point scale:

 

Question

How would you suggest the garage sets about evaluating its ideas? Can you improve on the ideas suggested, evaluate all the ideas and make some positive recommendations?

1-2 page double spaced

SuperTutor

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Status NEW Posted 26 May 2017 07:05 AM My Price 20.00

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