Case Study

Customer satisfaction at Råtorp Tires

8 pages
December 2017
Reference: IMD-5-0746

The Råtorp Tire Company is a Scandinavian distributor of tires in an effort to improve its customer orientation, the Råtorp 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 Råtorp. 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.

Learning Objective
  • The case shows two common methods to gain customer insights through customer satisfaction studies. It is evident that the quantitative and qualitative approach complement each other, and that the qualitative study should precede the quantitative survey.
  • The case also illustrates that qualitative methods, like the Critical Incident Technique, can provide rich data. In turn, the quantitative results help put the findings in perspective and help managers to determine priorities for improvement.
Keywords
Customer Satisfaction, Customer, Critical, Issue, Channel Management, Services, Service Excellence, Marketing Research
Settings
Scandinavia
Råtorp Tires, Automotive, Tires
2010
Type
Published Sources
Copyright
© 2017
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics