Case study 102 summit motors

Summit Motors' records indicate that less than 40% of its new car buyers remain loyal service customers after the first free service and the dealer is keen to increase the percentage to at least 50%. Some 14 different attributes have been identified as affecting the patronage of a service facility and a small survey has been conducted among new car purchasers who have bought cars during the past two years. Respondents were asked two questions about each of the identified attributes:

1 How important is the attribute?

2 How well did Summit Motors perform in terms of this attribute?

TABLE 10.23

Summit Motors: mean importance and performance ratings

TABLE 10.23

Summit Motors: mean importance and performance ratings

No.

Attribute

Mean importance

Mean performance

rating

rating

1

Job done first time

3.79

2.68

2

Complaints dealt with speedily

3.61

2.78

3

Warranty work attended to promptly

3.57

3.11

4

Can do any job required

3.59

2.96

5

Service available when required

3.42

3.02

6

Friendly/courteous service

3.36

3.28

7

Car ready when promised

3.33

3.00

8

Only necessary work performed

3.42

3.06

9

Low service prices

3.26

1.95

10

Clean-up after service done

3.22

2.97

11

Convenient for home

2.46

2.21

12

Convenient for work

2.39

2.47

13

Courtesy cars available

2.32

2.33

14

Maintenance reminders posted

1.99

3.38

Note: A five-point rating scale was used in both cases. In terms of importance, the scale ran from extremely important (5) to not important (0). In the case of performance, the scale ran from excellent (5) to poor (0).

Note: A five-point rating scale was used in both cases. In terms of importance, the scale ran from extremely important (5) to not important (0). In the case of performance, the scale ran from excellent (5) to poor (0).

Mean importance and performance ratings from some 311 of 682 contacted previous buyers are shown in Table 10.23.

Questions

1 Plot the 28 attribute scores on a two-dimensional graph, the axes being

(a) importance of attributes and (b) Summit's performance on the attributes.

2 How might Summit interpret this graphical representation of the data?

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