Case Study: Walker Auto Sales and Services

Walker Auto Sales and Service is a full service dealership for a major domestic automobile brand. Essentially, WASS provides three main services: new car sales, used car sales, and repair and maintenance service. Because of the competitive nature of the market, the firm's owner, Darren Walker, wants to take a more systematic approach to improving service and providing a high level of customer satisfaction. Through surveys, focus groups, and analysis of complaint data and information, he identified some important requirements for these services. Customers expect a favorable impression when they arrive at the dealership--a wide range of cehicles and options to evaluate, available salespeople, to be greeted promptly, and to feel comfortable and not pressured. They also expect sales persons to be courteou, knowledgeable about the cars, respect their time, and honor verbal promises. For repair and maintenance services customers want to have the work explained appropriately, to be fully informed of any additinal necessary work, and to have all work reviewed upon completion. They want good time estimates and communications with the service department.

Suppliers play an important role in the business and the entire value chain. The dealership needs quality parts, product availability when needed, timely delivery, and fair prices. WASS aslo recieves corporate support for its employee benefits and certain training programs information technology planning and internet/Internet development, marketing and advertising and strategic planning direction. WASS is facing increasing competition as a result of new foreign dealerships that are locating in its market area. Darren recognizes the need to "become the dealership of choice" in its market.

Question: Drawing upon the principles of quality management and the unique nature of services, describe some of the issues that Darren must consider in achieving his vision. Develop a list of action plans that he might consider.