Abstract:

Purpose  – analysis of the customer service standards applied in stores of authorised dealers of passenger cars from Ford, development of the blueprinting map for the process.

Design/methodology/approach – The process of customer service in authorised car dealer stores was studied using the mystery shopping method in 21 authorised dealer stores in the period of X-XII 2016 in Voivodship, i.e. Opolskie, Dolnośląskie, Śląskie. The obtained results were elaborated on and the results of the analysis were used to develop the blueprinting map in the scope of the customer service standard in accordance with the methodology described by L Shostack.

Findings – The key findings concern the identification as well as cause and effect arrangement of the customer service process elements, development of the executed activities with division to service provider and customer.

Research limitations/implications – The sample size was restricted to 21 authorised car dealers located in 3 Voivodships of southern Poland. This might limit generalizability.

Practical implications – The study provides managers with insight on the potential opportunities and weaknesses related to customer service.