BUMKT1501 Introduction To Marketing - Assessment Task 3

Assessment Task 3

Question 1

Fred Brown bought the Kamiq on the back of reading that it had won the Car of the Year 2020 award. Imagine his surprise when on only his fourth outing, with three family members, for a trip from Melbourne to Portsea, the Kamiq stopped on the freeway for no apparent reason. Fortunately, this event did not cause an accident although several cars had to brake or swerve to miss the Kamiq. He rang a number Skoda provided for roadside assistance and was put on hold for 10 minutes and then was told a tow truck would be there in 30 minutes. It took 90 minutes, during which time he rang the assistance number four more times. He was provided with an older model Skoda for the duration of the repairs which took 10 days. When he was given the Kamiq back, the service manager said it was ‘a freak occurrence’ and wished him happy travelling. Skoda Australia did not contact him during the repair period. Fred makes a living running a very popular blog on all things about family life.

Using the theories and concepts from the set text on pp. 327 to 330, describe how the Skoda dealership from where he bought the car and Skoda Australia should have dealt with Fred. What should Skoda Australia put in place to ensure that service recovery is more effective and efficient, and a better customer experience than what Fred endured.(approximately 1,500 words).

30 marks