The problem with a consumer stating that a price is unfair is that the consumer’

Question

The problem with a consumer stating that a price is unfair is that the consumer’s opinion is subjective. What might be unfair to someone might be a great deal to someone else. Respond to all of the following prompts:

For this week’s discussion board, please see Table 13.3 on page 371 of your textbook, which lists the major reasons that consumers switch to another product or service.

TABLE 13.3 Factors Leading to Customer Switching Behavior. On Page 371.

Pricing

    • High price

    • Price increases

    • Unfair pricing

    • Deceptive pricing

Inconvenience

    • Location/hours

    • Wait for appointment

    • Wait for service

Core Service Failure

    • Service mistakes

    • Billing errors

Service Encounter Failures

    • Service catastrophe

    • Uncaring

    • Impolite

    • Unresponsive

    • Unknowledgeable

Response to Service Failure

    • Negative response

    • No response

    • Reluctant response

Competition

    • Found better service

Ethical Problems

    • Cheat

    • Hard sell

    • Unsafe

    • Conflict of interest

Involuntary Switching

    • Customer moved

    • Provider closed

You have been hired by an auto dealership in Southern California who has had issues with customers switching to a competing dealership. The chief complaints of the customers, are the following:

The auto repair bill was higher than quoted, as the dealership didn’t include tax, or shop supplies in the original quote.

The saleswoman they interacted with wore funny looking shoes.

Customers calling in to schedule an appointment were on hold an average of twelve minutes, which frustrated them.

The service staff explained issues with the consumers’ cars in a way that was filled with technical terms, thus confusing the customer.

Question:

How would you explain how to overcome each of these issues above? Please be sure to support your answer based on the reading above.

Explanation / Answer

The auto repair bill was higher than quoted, as the dealership didn’t include tax, or shop supplies in the original quote.

This issue is of Deceptive pricing. Have your pricing quotes process crystal clear and always look for reason if Final order and Quote do not match.

The saleswoman they interacted with wore funny looking shoes.

Core Service Failure- Service Mistakes. Every Sales person dress and shoes has to be uniform. Each customer facing employee needs to be according to the dress code of organization.

Customers calling in to schedule an appointment were on hold an average of twelve minutes, which frustrated them.

Response to Service Failure- Reluctant response. Maintain maximum lag time till customer will be put to hold. In high traffic give customer option of Selecting "Give Customer Call Back".

The service staff explained issues with the consumers’ cars in a way that was filled with technical terms, thus confusing the customer.

Service Encounter Failures- Service catastrophe

This is the core service, Salesperson needs to be trained regarding providing information to customer. Unless the customer asks for technical specification, salesperson should focus on experential value of car.

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