The owner and general manager of the Cedarbrae Volkswagen dealership is concerned about the Kundendienst Index (KI) used by Volkswagen Canada to measure customer satisfaction with new vehicles and service work. The case details Cedarbrae operations and the KI, and focuses on the issues of What is quality of service?, and How do you devise a management control system that reinforces and measures service? From a marketing research perspective, case discussion could center around a technical evaluation of the customer survey process design.
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