case study 3

For this week Case Study, you will review the Walker Auto Sales and Service case on page

92 and 93. Upon thorough review of the case, you will then answer the two questions

regarding the case. It is not sufficient to state your opinions alone; you must be able to

backup your responses by applying quality management concepts and topics from the text

with the case data that support your findings. Minimum response length is 5

sentences per question. Please restate the question you are answering in your case

study. See the questions below.

1. Drawing upon the principles of quality management and the unique nature of services addressed in

Chapter 1, describe some of the issues that Darren must consider in achieving his vision.

2. Develop a list of action plans that he might consider.

WALKER AUTO SALES

AND SERVICE

Walker Auto Sales and Service (WASS) is a full service market, the firm’s owner, Darren

Walker, wants to dealership for a major domestic automobile brand. take a more systematic

approach to improving service

Essentially, WASS provides three main services: new car sales, used car sales, and repair

and maintenance service. Because of the competitive nature of the

and providing a high level of customer satisfaction. Through surveys, focus groups, and

analysis of com- plaint 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 vehicles and options to evaluate, available salespeople, to be

greeted promptly, and to feel comfortable and not pressured. They also expect salespersons

to be courteous, knowledgeable about the cars, respect their time, and honor verbal

promises. For repair and maintenance service, custo- mers want to have the work explained

appropriately, to be fully informed of any additional 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 also receives corporate support for its employee benefits and

certain training programs, information technology planning and intra- net/Internet

development, marketing and advertising, and strategic planning direction. WASS is facing

increasing competition for skilled employee talent, changing customer demographics that

are leading to growing demand, and more competition as a result of new foreign dealerships

that are locating in its market area. Darren recognizes the need to “become the deal- ership

of choice” in its market.

Drawing upon the principles of quality manage- ment and the unique nature of services

addressed in Chapter 1, describe some of the issues that Darren must consider in achieving

his vision. Develop a list of action plans that he might consider.