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Case
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Reference no. IMD-5-0746
Subject category: Marketing
Published by: International Institute for Management Development (IMD)
Originally published in: 2017
Version: 04.12.2017
Revision date: 19-Dec-2017

Abstract

The Ratorp Tire Company is a Scandinavian distributor of tires in an effort to improve its customer orientation, the Ratorp Tire Company is undertaking a systematic approach to gain market insights. The first study is researching the drivers of customer satisfaction and loyalty for replacement tires in its home market. Its initial research uses a set of structured interviews to determine the distributors' requirements in the form of product and service attributes and benefits that drive their satisfaction and subsequent loyalty. These retailers were each administered a formal CIT (Critical Incident Technique) interview. Each retailer was asked to describe specific 'likes' and 'dislikes' about the products and services provided by Ratorp. Based on this first study, a customer satisfaction survey is developed. The survey asks two hundred dealers to rate Råtorp and its two major competitors. A statistical analysis determines the impact of each benefit category on satisfaction. The analysis also provides levels of performance for each of these categories.
Location:
Industry:
Other setting(s):
2010

About

Abstract

The Ratorp Tire Company is a Scandinavian distributor of tires in an effort to improve its customer orientation, the Ratorp Tire Company is undertaking a systematic approach to gain market insights. The first study is researching the drivers of customer satisfaction and loyalty for replacement tires in its home market. Its initial research uses a set of structured interviews to determine the distributors' requirements in the form of product and service attributes and benefits that drive their satisfaction and subsequent loyalty. These retailers were each administered a formal CIT (Critical Incident Technique) interview. Each retailer was asked to describe specific 'likes' and 'dislikes' about the products and services provided by Ratorp. Based on this first study, a customer satisfaction survey is developed. The survey asks two hundred dealers to rate Råtorp and its two major competitors. A statistical analysis determines the impact of each benefit category on satisfaction. The analysis also provides levels of performance for each of these categories.

Settings

Location:
Industry:
Other setting(s):
2010

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