Publication: Operations and marketing strategies of automotive service centers in the City of San Fernando, La Union
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Date
2012-03
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Don Mariano Marcos Memorial State University – Mid La Union Campus
Abstract
This study was focused on the operations and marketing strategies of Automotive Service Centers in the City of San Fernando, La Union. Specifically, this study dealt on the following: 1) profile of the automotive service centers, owners/managers, employees and customers 2) Level of effectiveness of strategies along operations and marketing; and 3) level of customer satisfaction and 4) problems encountered by the owners/managers, employees and customers.
The study utilized three (3) groups of respondents, the owners/managers, employees and customers’ of automotive service centers.
Findings of the study were: on profile, the Automotive Service Centers envisioned to meet customers’ needs and satisfaction, and to provide optimum service delivery to clients, aims to meet local and global needs and to become the first choice of every customer in the Automotive Service Industry. The Automotive Service Centers operated from one (1) year to sixteen (16) years, 66.67% of the businesses had an initial capital of Phpl-10 million and 33.33% had PhplO million above. As to their current capital, 66.67% had a Php 5-10 million and five percent (33.33%) had 10 million above; Majority of the respondent managers, employees and customers belong to the age bracket of 31-35. Most of the managers, employees and customers of automotive service centers were males and majority of them were married. As to their educational attainment, all the managers were college graduates. Majority of the employees and customers were college graduates. As to their civil status, majority of the respondent managers and customers are married, while majority of the employees were single. As to their work experience, all of the managers and employees had work experience and for their attendance in seminars, all the three managers had attended seminars and trainings. Majority of the employees had undergone trainings and seminars. As of their monthly income, majority*of the owners/managers were earning Php40, 001-Php50, 000 while majority of the employees received Php5, 001-Phpl0, 000 a month, and most of the customers received Phpl5, 001-Php20, 000 monthly incomes.
On the level of effectiveness along operations, “Frequency of machine inspection”, “Use of modern technology and quality assurance of materials” were descriptively marked Highly Effective with rating 4.33 materials” were descriptively marked Highly Effective with rating 4.33 and 4.00. On the level of effectiveness on Facilities and equipment, “Spacious working area” was rated Very Highly Effective (4.67) and “The use of electronic equipment” was rated as Highly Effective (4.30).
On level of effectiveness along marketing strategies, indicators, “The delivery of finished products and services on time” (4.33), “Product specification” (4.00) and “Availability of the product and services” were rated Highly Effective (4.33). On product price the cost plus pricing (4.67) and psychological pricing were rated as Very Highly Effective (4.67), while Advertising was rated Highly Effective (4.30).
On level the of Customer Satisfaction, customers were highly satisfied on the product quality (3.86); up to date state of the art product and quality service (3.74); facility cleanliness and use of modem facilitator’s equipment (3.81). Customers were moderately satisfied on the product availability (2.80), product affordability (2.80), fair reasonable price (2.75), and enough space for vehicles (3.41).
Problems encountered by managers were delivery of supplies which was rated Slightly Serious (1.10), customer behaviour, was rated Moderately Serious (3.13). Morever, the problem encountered by the employees was lack of cooperation among their employers which was rated Moderately Serious (2.24). Customers encountered problems on
Based on the findings, the following conclusions were derived: The Automotive Service Centers aim to provide quality services as reflected in their Vision, Mission, Goals and Objectives; The managers and employees were highly skilled and knowledgeable as evidenced by their educational attainment, work experiences and trainings and seminars attended. Further, the customers of the Automotive Service Centers were those who are generally well-off who can afford to pay higher services costs with the use of advanced technology; The operations and marketing strategies of the Automotive Service Centers were designed to effectively address the needs of their customers; The Automotive Service Centers offer quality services with the use of advanced technology that keep customers coming back to the company; The problems encountered along operations and marketing strategies of the service centers are manageable.
Based on conclusions, the researchers recommend that the Automotive Service Centers must maintain providing quality service in line with their vision, mission, goal, and objectives; a review of the employees’ compensation package of the service centers may be considered to augment the basic salary that they are receiving. Additional benefits may be given in non-monetary consideration. This would sustain their loyalty to the organization; To increase the market share of the service centers, it is recommend that personal selling be intensified in promoting their products and services; Fairness and reasonableness of prices along with quality service give full satisfaction to customers. It is, therefore suggested that a review of the pricing strategies of the service centers be done; the problems encountered should be viewed as challenges to improve the operations and marketing strategies of the automotive service centers.
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TECHNOLOGY
Citation
Acosta, M. K. J. R., Andojera, R. V. V., Cardona, G. E. G., Dicang, E. J., Lotino, C. B., Magumcia, R. S., Tamse, P. J. M. (2012). Operations and marketing strategies of automotive service centers in the City of San Fernando, La Union. [Unpublished Undergraduate Thesis]. Don Mariano Marcos Memorial State University – Mid La Union Campus, City of San Fernando, La Union. Lakasa ti Sirib, DMMMSU Institutional Repository. https://lakasa.dmmmsu.edu.ph/handle/123456789/640