Bosho , C.
A icle
Impo ance-pe o mance analysis: A compa a i e s udy o
mo o epai se ice cus ome s
Sou h A ican Jou nal o Business Managemen
P o ided in Coope a ion wi h:
Uni e si y o S ellenbosch Business School (USB), Bell ille, Sou h A ica
Sugges ed Ci a ion: Bosho , C. (1986) : Impo ance-pe o mance analysis: A compa a i e s udy o
mo o epai se ice cus ome s, Sou h A ican Jou nal o Business Managemen , ISSN 2078-5976,
A ican Online Scien i ic In o ma ion Sys ems (AOSIS), Cape Town, Vol. 17, Iss. 4, pp. 196-201,
h ps://doi.o g/10.4102/sajbm. 17i4.1056
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/217943
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Impo ance-pe o mance
analysis:
A
compa a i e
s udy
o mo o
epai
se ice
cus ome s
C.
Bosho
Depa men
o
Business Economics, Vis a Uni e si y, Po Elizabe h
A leas wo Ame ican s udies
ha e
ound ha a high
pe cen age
o
new ca owne s do no e um o he
deale ship hey pu chased hei ehicle om o se icing/
epai s a e he ini ial wa an y
had
expi ed. Pa onage
seems o
ha e
shi ed o he so-called independen
wo kshops. I appea s
as
i
he same end p e ails in
Sou h A ica
and
should
be
a sou ce
o
conce n o ehicle
manu ac u e s. The s udy desc ibed in his a icle a emp ed
o iden i y possible easons o his shi in pa onage and
also o es ablish whe he ma ke equi emen s
in
gene al
a e
being sa is ied
by
hese ins i u ions. The esul s
ob ained indica e ha independen wo kshops pe o m
ce ain a ibu es
o
a mo o epai se ice ha
a e
impo an o consume s ma kedly be e han anchised
deale ships do. I was u he es ablished ha nei he
ins i u ion cu en ly ully sa is ies ma ke equi emen s.
S.
A .
J.
Bus. Mgm .
1986,
17:
196-201
Ten
mins e wee Ame ikaanse s udies he be ind da 'n ho6
pe sen asie
an
nuwe oe uigeienaa s nie na die agen skap
waa hulle hul oe uig aan anklik gekoop he e ugkee i
he s el·
en
e sieningsdiens e nada die waa bo gpe iode op
die oe uig e s yk he nie. Onde s euning e skui
skynbaa na die sogenaamde ona hanklike dienss asie. Die
e noede bes aan da diesel de neiging ook
in
Suid-A ika
oo kom
en
behoo 'n b on
an
komme i mo o -
e aa dige s e wees. Die onde soek waa an hie die a lkel
e slag lewe was gemik daa op om moon like edes i die
e skuiwing e iden i isee
en
ook om e bepaal
o
beide
ins ellings ans daa in slaag om ma kbehoe es e be edlg.
Die
e k ~
esul a e dui daa op da ona hanklike
dienss asies seke e aspek e
an
'n mo o he s eldiens wa
i e b uike s belang ik is me kbaa be e e ig as
agen skaphoue s. Ve de is be ind da nie
een
an
die
ins ellings ans we klik daa in slaag om ma kbehoe es e
be edig nie.
S.·A . Tydsk . Bed y sl. 1986,
17:
196-201
C.Bosho
Depa men
o
Business
Economics,
Vis a
Uni e si y,
P i a e Bag X613,
Po
Elizabe h,
iOOO
Republic
o
Sou h A ica
Accep ed
Augus
1986
In oduc ion
A leas wo Ame ican s udies ha e ound ha a
high
pe -
cen age
o
new
ca owne s do no e u n o he
deale ship
hey pu chased hei
ehicle
om o se icing/ epai s
a e
he ini ial wa an y had expi ed. Pa onage
seems
o
ha e
shi ed o he so-called independen wo kshops.
(Richa dson
& Fogg,
1970:217;
C andall,
1970:19).
The con inua ion
o
his end in la e yea s has been con i med
by
Moye
&
Whi mo e
(1976:37)
and in Sou h A ica
by
P e o ius
(1973:
28).
Fu he posgble
e idence
he eo
is
ha a
leas
wo
Sou h
A ican manu ac u e s es ima e hei cus ome e en ion
a e
a e he expi y
o
he wa an y on
new
ehicles,
a
below
JOOlo
1• This si ua ion
is
a sou ce
o
conce n h oughou
he
indus y2.
In his s udy he objec i e will
be
o compa e he
pe cep-
ions
o
cus ome s
o
anchised mo o deale ships
and
independen epai wo kshops ega ding
ce ain
a ibu es
o
a mo o epai
se ice.
This will
be
done o
de e mine
whe he
independen wo kshops pe o m
ce ain
a ibu es
o
a
mo o
epai
se ice
ha a e impo an o consume s be e
han
anchised deale ships do.
I
ound o
be
ue,
his
could
elucida e possible easons o he
low
e en ion a e o
an-
chised deale ships. An a emp will also
be
made o
es ablish
whe he bo h ins i u ions
succeed
in sa is ying ma ke
equi e-
men s wi h ega d o speci ic a ibu es.
Me hodology
An impo ance-pe o mance
analysis
as
sugges ed
by
Ma illa
& James
(1977)
was
used
o de e mine he pe cep ions o
esponden s ega ding
21
a ibu es
o
a mo o epai
se ice.
Responden s
we e
asked wo ques ions ega ding
each
a i-
bu e namely:
• How impo an
is
his a ibu e? -measu ing
ma ke
equi emen s. '
• How
well
does he wo kshop which epai s you
ehicle,
pe o m he a ibu e? -measu ing cu en a emp s
o
sa is y ma ke equi emen s.
Twel e
o
he
14
a ibu es iden i ied by Ma illa &
James
(1977)
we e
used
whe eas a u he eigh
we e
iden i ied
and
added a e a ocus g oup session wi h
ehicle
owne s
and
consul a ions
wi h
manage s in he mo o indus y.
The
comple e
lis
o
a ibu es
used
in
he s udy appea s
in
Table
2.
The
da a collec ion ins umen s
used
we e
wo ou -poin
scales. Impo ance could
be
a ed on a ou -poin
~e:
ex emely impo an ( alue
4),
impo an ( alue
3),
sligh ly
impo an
( alue
2),
and
no impo an
( alue
1).
Pe o mance
could also
be
a ed on a ou -poin scale: excellen
(4),
good
s.
A .
J.
Bus.
Mgm .
1986,
17(4)
Table 1 Size and composi ion
o
he esponden
g oup
Responses
as
pe cen age
o
To al
Numbe
numbe
To al
Elemen s
o
Sample
o
o
sample
esponden
g oup
size
esponses
esponses
size
Cus ome s
o
anchised
deale ships
330
185
55,9
28,03
Cus ome s
o
independen
wo kshops
330
146
44,1
22,12
To al
660
331
l()()GJo
50,15'70
(3),
ai
(2)
and poo (1). A
'no
basis
o judgemen ' ca ego y
was
also
p o ided. A mean a ing o each a ibu e
was
hen
calcula ed.
The esea ch
u iliz.ed
a mail ques ionnai e. The sample
consis ed
o
wo g oups
o
andomly selec ed esponden s:
cus ome s
o
anchised deale ships and cus ome s
o
in-
dependen wo kshops. Th ee hund ed and hi y ques ion-
nai es
we e
mailed o each g oup. Th ee hund ed and hi y-
one
o
he
660
ques ionnai es
we e
e u ned
in
usable o m
a e one elephonic ollow-up, o a esponse a e
o
50,lSOJo.
The
siz.e
and composi ion
o
he esponden g oup
is
shown
in
Table
1.
Wi h
ega d o epo ing esponse a es,
Be die
& Ande son
(1976:72
-
73)
a gued ha s udies using mail ques ionnai es
as
esea ch
me hod, should
gi e
an indica ion
o
he esponse
a e pe i em on he ques ionnai e. This will allow he eade
o decide whe he da a ob ained a e
gene aliz.able
o he
Table
2 I em esponse a e pe esponden g oup
197
popula ion ep esen ed
by
he sample s udied.
All
he ques ions
in
he sec ion
o
he ques ionnai e mea-
su ing he impo ance
o
21
a ibu es
o
a mo o epai
se ice,
we e
answe ed. The sec ion measu ing pe o mance,
howe e , allowed o a 'no basis o judgemen ' al e na i e
as an answe . These esponses
we e
awa ded a alue
o
ze o
and excluded om he compu a ion
o
mean alues.
As
he
excessi e
use
o
his al e na i e could ha e an in luence on
he
eliabili y
o
he mean
alues
o
ce ain a ibu es, he
i em
esponse a e pe esponden g oup
is
shown
in
Table
2.
Table 2
shows
a ela i ely
low
esponse a e (answe s
ma ked 'no
basis
o juqgemen ') on h ee
i ems
by
cus ome s
o
anchised deale ships. These a e he a ailabili y
o
sub-
s i u e anspo
(73,SOJo),
he
sending
ou
o
egula eminde
o main enance
no i~
(72,40Jo
),
and
being
in o med
in
ime
i
he
ehicle
epai ed
mus
s ay
o e nigh
(74,60Jo
).
E en
lowe
esponse a es
we e
eco ded o cus ome s
o
independen
wo kshops ega ding loca ion
close
o wo k
(74,70Jo)
a ail-
abili y
o
subs i u e anspo
(61,60Jo)
and he sending ou
o
egula eminde o main enance no ices
(58,90/o).
Empi ical
In es iga ion
and
analysis
A compa ison o impo ance a ings
In Table 3 a compa ison
is
made be ween he impo ance
a ings o bo h esponden g oups
in
an a emp o de e mine
whe he signi ican di e ences ega ding he impo ance
o
ce ain a ibu es do
exis .
F om Table 3 i would appea
as
hough he
needs
and
equi emen s
o
bo h esponden g oups a e
la gely
simila , as
he impo ance a ings o
indi idual
a ibu es
by
bo h g oups
do no di e signi ican ly (P <
0,05).
The only excep ions a e
he g ea e
need
o
cus ome s
o
anchised deale ships
ega ding he a ailabili y
o
spa e pa s and hei
need
o be
Responden
g oups
Cus ome s
o
anchised
deale ships
Cus ome s
o
independen
wo kshops
Impo ance
Pe o mance
Impo ance
Pe o mance
j~
e alua ion e alua ion e alua ion
e alua ion
·g
§ A ibu es
in
o de
o
appea ance on
Numbe
o
OJo
o
Numbe
o
OJo
o
Numbe
o
OJo
o
Numbe
o 'lo o
<
c:
ques ionnai e
esponses
o al
esponses
o al
esponses
o al
esponses
o al
1.
Job done
igh
he
i s
ime
185
100
183
98,9
146 100 146 100
2.
Fas
esponse
o complain s
185
100
182
98,4
146
100
144
98,6
3.
Able
o
do
any
job
needed
185
100 176
95,1
146
100
140
95,9
4.
Se ice
a ailable
when
needed
185
100 184
99,5
146
100 144
98,6
5.
Cou eous and
iendly
se ice
185
100
185
100 146 100
146 100
6.
Vehicle
eady
when
p omised
185
100
185
100 146 100
146 100
7.
Pe o m
only
necessa y
wo k
185
100
172
93,0
146 100
3'9
95,2
8.
Reasonable
p ices
185
100
173
93,5
146 100 138
94,5
9.
Hones y
-
wo k
indica ed
as
comple ed,
comple ed
185
100
178
96,2
146 100 144
98,6
10.
Con enien ly
close
o
home
185
100
158
85,4
)46 I
100 140
95,9
11.
Con enien ly
close
o
wo k
185
100
158
85,4
146 100
'109
74,7
12.
Subs i u e anspo a ailable
185
100 136
73,5
146
100
90
61,6
13.
Regula
eminde /main enance
no ices
185
100
134
72,4
146 100
86
58,9
14.
Accu a e
quo a ions
185
100
142
76,8
146
100
129
88,4
15.
Fas
se ice
on mino epai s
185
100
171
92,4
146 100
141
96,6
16.
A ailabili y
o
spa e pa s
185
100
171
92,4
146 100
145
99,3
17.
Clean,
a ac i e
wai ing
ooms
185
100
165
89,2
146
100
112
76,7
18.
Clea
signs
e.g.
ecep ion, pa king
185
100 176
95,1
146
100
126
86,3
19.
In o med
in
ime
o
o e nigh s ay
185
100
138
74,6
146
100 130
89,0
20.
A ailabili y
o
in o ma i e accoun
185
100
178
96,2
146 100 144
98,6
21.
Pe sonal con ac wi h
mechanic
185
100
151
81,6
146
100
137
93,8
"Each
a ibu e will
consis en ly
be
associa ed wi h
his
numbe .
198
p ope ly in o med by means
o
clea signs whe e ecep ion
is,
whe e o pa k, whe e o pay accoun s, e c. Howe e , a
Ho ellings squa e es
was
conduc ed which e ealed ha his
S.-A . Tydsk . Bedh sl.
1986,
17(4)
was no he case. Cus ome s
o
independen wo kshops
do
di e , compa ed o cus ome s
o
anchised deale ships,
in
hei e alua ion
o
he impo ance
o
hese a ibu es
as
a
Table
3 Impo ance a ings
o
a ibu es: Bo h esponden g oups
Impo ance a ings
F anchised Independen Di e encesb
u deale ship wo kshop
].8
·c:
e cus ome s cus ome s
(A-8)
~
e A ibu e (A) (B) (C)
I
Job
done igh he i s ime 3,92 3,88
+0,04
2 Fas esponse
o
complain s 3,54 3,60
-0.06
3 Able
o
do any
job
needed 3,35 3,19
+0,16
4 Se ice a ailable when needed 3,37 3,35
+0,02
5 Cou eous
and
iendly se ice 3,28 3,29
-0,01
6 Vehicle eady when p omised 3,57 3,58
-0,01
7 Pe o m only necessa y wo k 3,21 3,42
-0,21
8 Reasonable p ices 3,54 3,64
-0,10
9 Hones y -wo k indica ed as comple ed mus be comple ed 3,95 3,88
+0,07
10 Con enien ly close
o
home 2,01 2,26
-0,25
11
Con enien ly close
o
wo k 2,30 2,03
+0,27
12
A ailabili y
o
subs i u e anspo 2,48 2,27 +0,21
13
Regula eminde /main enance no ices 2,05 1,86
+0,19
14
Accu a e quo a ions 3,40 3,40 0,00
15
Fas se ice
on
mino epai s 3,30 3,19
+0,11
16
A ailabili y
o
spa e
pa s
3,58 3,37
+0,21•
17
Oean
a ac i e wai ing oom 2,56 2,41
+0,15
18
Oea
signs e.g. ecep ion, pa king e c. 2,70 2,40
+0,30-
19
In o med in ime
o
o e nigh s ay 3,60 3,44
+0,16
20 A ailabili y
o
in o ma i e accoun 3,58 3,58 0,00
21
Pe sonal con ac wi h mechanic 2,92 3,00
-0,08
"Signi ican a P < 0,05.
b A posi i e coe icien in column C indica es
ha
he impo ance a ing
o
anchised deale ship cus ome s exceed
he impo ance a ing
o
cus ome s
o
independen wo kshops ega ding
ha
pa icula a ibu e,
and
ice e sa.
Table
4 Pe onnance a ings
o
a ibu es: Bo h esponden g oups
Pe o mance a ings
u F anchised Independen Di e encesb
i.8 deale ship wo kshop
...
e cus ome s cus ome s
(A-8)
...
::,
<
C:
A ibu e (A)
(8)
(C)
I
Job
done igh he i s ime 2,36 2,86
-0,50-
2 Fas esponse
o
complain s 2,63 3,04
-0,41.
3 Able
o
do
any
job
needed 2,81 2,81 0,00
4 Se ice a ailable when needed 2,83 2,98
-0,15
5 Cou eous
and
iendly se ice 3,02 3,35
-0,33•
6 Vehicle eady when p omised 2,63 2,97
-0,34•
7 Pe o m only necessa y wo k 2,84 3,06
-0,22
8 Reasonable p ices 2,13 2,61
-o,48•
9 Hones y -wo k indica ed as comple ed mus be comple ed 2,50
2,86
-0,36.
10 Con enien ly close
o
home 1,93
2,86
-0,93•
11
Con enien ly close
o
wo k 2,22 2,40
-0,18
12 A ailabili y
o
subs i u e anspo 1,87 1,72
+0,15
13
Regula eminde /main enance no ices
1,71
1,36
+0,35
14
Accu a e quo a ions 2,47 2,71
-0,24
15
Fas ° se ice
on
mino epai s 2,62 3,09
-0,4,.
16 A ailabili y
o
spa e
pa s
2,70 2,52
+0,18
17
Clean a ac i e wai ing oom 2,68 2,40
+0,28
18
Clea signs e.g. ecep ion, pa king e c. 2,73 2,44 +o,2ga
19
In o med in ime
o
o e nigh s ay 2,46 2,95
-o,4ga
20 A ailabili y
o
in o ma i e accoun 2,91 3,10
-0,19
21
Pe sonal con ac wi h mechanic 2,17 3,26 -),og&
"Signi ican a P < 0,05.
b A posi i e coe icien
in
column C indica es
ha
he pe o mance a ing
o
anchised deale ship cus ome s exceed
he pe o mance a ing
o
cus ome s
o
independen wo kshops ega ding
ha
pa icula a ibu e,
and
ice e sa.
s.
A . J.
Bus.
Mgm .
1986,
17(4)
whole, al hough his
is
no
he
case wi h
he
majo i y
o
indi idual a ibu es.
A compa ison
o
pe o mance a ings
The pe o mance a ings
o
bo h
esponden g oups, pe
a ibu e,
a e
shown
in Table 4.
I
is
appa en
om
Table
4
ha
he
pe o mance a ings
(mean alues)
o
independen wo kshops
by
hei cus ome s
exceed he
pe o mance
a ings
o
anchised deale ships by
hei cus ome s ega ding
15
a ibu es.
O
hese di e ences,
10
a e signi ican
a
he
P < 0,05 le el. They a e:
1.
Job
done
igh
he
i s ime.
2.
Fas esponse
o
complain s.
5.
Cou eous
and
iendly se ice.
6. Vehicle eady when p omised.
8.
Reasonable p ices.
9.
Hones y -
wo k
indica ed as comple ed mus
be
com-
ple ed.
10.
Con enien ly
close ~
home.
15.
Fas se ice
on
mino
epai s.
19.
In o med
in ime
o
o e nigh s ay.
21. Pe sonal con ac wi h mechanic.
O
hese 10 a ibu es all, excep 'con enien ly close
o
home' (10),
a e
ega ded as
impo an
( a ed
a
a mean alue
o
h ee
o
mo e)3
by
cus ome s
o
independen wo kshops.
The impo ance a ings
o
cus ome s
o
anchised deale ships
we e la gely simila excep o
he
a ibu e 'pe sonal con ac
wi h
mechanic', which was a ed sligh ly lowe
a
a mean alue
o
2,92
bu
is
also ega ded as
impo an
o pu poses
o
his
s udy (see Table 3).
Table 4 also shows
ha
he
pe o mance a ings
o
an-
chised deale ships
by
hei cus ome s exceed he pe o mance
a ings
o
independen wo kshops
by
hei cus ome s ega ding
i e a ibu es. Howe e , only he di e ence ega ding he
a ibu e 'clea signs e.g. ecep ion, pa king e c.'
is
signi ican
.
199
a
he P < 0,05 le el,
and
is
no
ega ded as
impo an
by
ei he esponden
g oup
(see Table 3).
To
summa ize, independen wo kshops
ou pe o m
an-
chised deale ships
o
a signi ican deg ee ega ding nine
impo an a ibu es
o
a
mo o
epai se ice. F anchised
deale ships,
on
he o he
hand
ou pe o m
independen
wo kshops ega ding
one
a ibu e, which
is
no
ega ded as
impo an by ei he esponden g oup.
Impo ance-pe o mance a ings: cus ome s
o
anchised deale ships
The impo ance
and
pe o mance a ings
o
cus ome s
o
anchised deale ships a e shown in Table
5.
Ranking
is
in
descending o de
o
impo ance.
Table 5 e eals ha
o
he
15
a ibu es mos
impo an
o
cus ome s
o
anchised deale ships, impo ance a ings
exceed pe o mance a ings
o
a signi ican deg ee in
all
ins ances.
On
he o he hand pe o mance exceed impo ance
o only wo a ibu es
bu
nei he a e ega ded as
impo an
(mean alues
o
h ee
and
highe a e ega ded as impo an ),
no
a e he di e ences signi ican
a
he P < 0,05 le el. This
would seem
o
indica e ha anchised deale ships
do
no
sa is y he needs
and
equi emen s
o
cus ome s ega ding
impo an a ibu es
o
a epai se ice.
Impo ance-pe o mance a ings: cus ome s
o
independen wo kshops
Impo ance-pe o mance a ings
o
cus ome s
o
independen
wo kshops a e shown in Table 6. Ranking
is
in descending
o de
acco ding
o
mean impo ance alues.
Table 6 e eals
ha
o
he
15
a ibu es mos impo an
o
cus ome s
o
independen wo kshops, impo ance a ings
exceed pe o mance a ings
o
a signi ican deg ee in
12
cases.
Pe o mance exceeds impo ance o only i e a ibu es
o
which only one
is
signi ican
a
he P < 0,05 le el. This would
Table
5 Impo ance and pe o mance a ings
o
a ibu es: Cus ome s
o
anchised deale ships
Mean Mean
Di e enceb
u
co
ll
impo ance pe o mance
] a ing a ing
(8)-(A)
a
...
e
...
:,
A ibu e
(A)
(8) (C)
1¥
-(
C
1 9 Hones y -wo k indica ed
as
comple ed mus be comple ed
3,95
2,46
-
1,49"
2 Job done igh he
i s
ime
3,92
2,36
-1,56°
3
19
In o med
in
ime
o
o e nigh
s ay
3,60
2,46
-1,14•
4
16
A ailabili y
o
spa e pa s
3,58
2,70
-o,ss•
5
20
A ailabili y
o
an in o ma i e accoun
3,58
2,91
-0,67.
6 6
Vehicle
eady
when
p omised
3,57
2,63
-0,94•
7 8 Reasonable
p ices
3,S4
2,13
-
1,41•
8 2 Fas esponse o complain s
3,53
2,63
-0,90"
9
14
Accu a e quo a ions 3,40
2,47
-0,93•
10
4
Se ice
a ailable
when
needed
3,37
2,83
-0,54•
11
3 Able o do any job
needed
3,35
2,81
-0,54•
12
15
Fas
se ice
on mino epai s
3,30
2,62
-o,68•
13
5 Cou eous and iendly
se ice
3,28
3,02
-o,26•
14
7 Pe o m only
necessa y
wo k
3,21
2,84
-0,37•
IS
21
Pe sonal con ac
wi h
mechanic
2,92
2,17
-o,1s•
16
18
Clea
signs
indica ing ecep ion, pa king, e c.
2,70
2,73
+0,03
17 17
Clean and a ac i e
wai ing
oom
2,S6
2,68
+0,12
18
12
A ailabili y
o
subs i u e anspo
2,48
1,87
-0,61•
19
11
Con enien ly
close
o wo k
2,30
2,22
-0,08
20
13
Regula eminde /main enance
no ices
2,0S
1,71
-0,34•
21
10
Con enien ly
close
o
home
2,01
1,93
-0,08
-Signi ican a P <
0,0S.
. · ha pa icula
b A
nega i e
coe icien
in
column C
indica es
ha
he
impo ance a ing
exceed
he pe onnance aung ega ding
a ibu e. and
i~
ena.

100 S.-A . Tydsk .
Bed y sl.
1986,
17(4)
Tabla&
Impo ance
and
pe onnance
a ings
o a ibu es:
Cus ome s
o
Independen
wo kshops
Mean
Mean Di e ence"
'
Ji
impo ance pe o mance
32
a ing a ing
(B)-(A)
s A ibu e (A) (B) (C)
I 9 Hones y -
wo k
indica ed
as
comple ed mus
be
comple ed
3,95 3,06
-o.~
2 I Job done ish he i s ime 3,88 2,86
-1,02•
3 8 Reasonable p ices 3,64
2,61
-1,03•
4 2 Fas esponse o complain s
3,60
3,04
-0,W
5
20
A ailabili y o an in o ma i e
accoun
3,58 3,10
-0,488
6 6
Vehicle
eady
when
p omised 3,58 2,97
-0,61
8
7
19
In o med in ime
o
o e nigh s ay 3,44 2,95
-0,4g8
8 7 Pe o m only
necessa y
wo k 3,42 3,06
-o,36•
9
14
Accu a e quo a ions 3,40
2,71
-0,W
10 16
A ailabili y
o
spa e
pa s 3,37 2,52
-o.s5•
11
4
Se ice
a ailable
when
needed
3,35 2,98
-0,3,.
12
5 Cou eous and
iendly
se ice
3,29 3,35 +0,06
13
3
Able
o
do any
job
needed 3,19 2,81 ...:o,3sa
14
15
Fas
se ice
on mino epai s 3,19 3,09
-0,10
15
21
Pe sonal con ac wi h
mechanic
3,00 3,26
+0,26
16
17
Clean and a ac i e
wai ing
ooms 2,41 2,40
-0,01
17
18
Clea signs indica ing ecep ion, pa king. e c. 2,40 2,44 +0,04
18
12
A ailabili y
o
subs i u e anspo 2,27 1,72
-0,55•
19 10
Con enien ly close o home 2,26 2,86
+0,<,08"
20
11
Con enien ly close
o
wo k
2,03
2,40 +0,37
21
13
Regula
eminde
/main enance no ices 1,86 1,36
-o,soa
"Sipi ican
a
P < 0,05.
b A nega i e
coe icien
in column C
indica es
ha he impo ance a ing
exceed
he pe o mance a ing ega ding ha pa icula
a ibu e, and
ice
e sa.
"The
only
ins ance
whe e pe o mance exceed impo ance
and
he
di e ence
is
signi ican a he P < 0,05 le el.
seem
o
inc ica e
ha independen wo kshops also
do
no
ully
sa is y he equi emen s
o
hei cus ome s.
Ad an ages o M lmpo ance.pe oance analysis
An impo ance-pe onnance
analysis
is
a
use ul
echnique o
e alua ing
he
elemen s
o
a
ma ke ing
p og amme. A ea u e
he eo
is
ha
esul s
can
be g aphically displayed on a wo-
dimensional g id,
which
acili a es
he
in e p e a ion
o
in o -
ma ion (Ma illa & James, 1
C 77).
Using
a mul i-dimensional
scaling echnique he in o ma ion con ained in Tables 5 and
6 ega ding bo h esponden g oups can be plo ed
as
shown
in
Figu es
1 and 2 espec i ely. Al hough he posi ioning
o
he
axes
and he naming
o
quad an s a e based on subjec i e
judgemen i does
gi e
a clea indica ion
o
he a ibu es on
which managemen will ha e o concen a e
i s
e o s.
c..
..........
H
..
h
Im
anoe
"-•-
..,
---
©®
9
L ® 0
®~
8 H
a
9@
7@
@
I.
w @ 9 G)
p p
• s •
0 9
0 0
m m
a a
n n
C 0
• •
Low
Im
ano•
Ya
I I
"==-
1p e
1
lmpo ance..pe o mana:
g id:
Cus ome s
o
anchised
dallnbim.
Figu e 1 iden i ies he a ibu es ha equi e he
a en ion
o
he managemen
o
anchised deale ships, namely
hose
loca ed in he op, le quad an .
They
a e:
I. Job done igh he i s ime.
8. Reasonable
p ices.
9. Hones y -wo k ha
is
said
o
be comple ed,
mus
be
comple ed.
19.
In o ming cus ome s in good ime i
ehicle
mus
s ay
o e nigh .
14.
Accu a e quo a ions.
21.
Pe sonal con ac be ween cus ome and
mechanic
who
is esponsible o epai ing his ehicle.
Compa ed o Figu e
1,
Figu e 2 shows he
deg ee
o
which
independen wo kshops a e mo e success ul wi h
ega d
o
sa is ying he
equi emen s
o
hei
cus ome s.
They
ha e,
o
L
a
w
p
•
a
m
a
n
C
•
c.
.........
..,
Ya
.....
Hl9h
Im
o ance
IC-·-
_,....
J
H
I.
p
•
0
"'
a
"
C
•
Flp e 2 Impo ance-pe o mance g id: Cus ome s
o
independen
wo kshops.
s.
A . J. Bus. Mgm .
1986,
17(4)
ins ance
15
a ibu es in he quad an e med 'Keep
up
he
good wo k', compa ed
o
he
11
o
anchised deale ships.
Fu he mo e, anchised deale ships ha e
six
a ibu es in he
quad an e med 'Concen a e he e' compa ed
o
he in-
dependen wo kshops, who ha e none.
Manage ial
Implica ions
Al hough hese indings a e he esul
o
an
isola ed s udy
he manage ial g id can be used, by he managemen
o
anchised deale ships in pa icula ,
o
iden i y a ibu es
whose pe o mance should be imp o ed. I
also
iden i ies
a ibu es ha may
be
consuming
oo
many esou ces.
Possible
limi a ions
Reliabili y
is
limi ed by sample size in any esea ch ha does
no measu e he en i e popula ion (Richa dson & Fogg: 217).
As
he sample was d awn om one geog aphical a ea only,
ce ain
me hodological ques ions could be
aised.
Two u he
limi a ions a e he possibili y ha only dissa is ied consume s
in he sample esponded
and
he low esponse a es
o
ce ain
ques ions (see Table 2). Fu he mo e, he possibili y
exis s
ha
impo an a ibu es
o
a
mo o
epai se ice we e omi ed.
Summa y
o
indings
The mos impo an inding
o
his s udy
is
ha independen
wo kshops pe o m ce ain impo an a ibu es
o
a mo o
epai se ice be e
han
anchised deale ships do.
These a ibu es a e:
pe sonal con ac wi h mechanic;
job done igh he i s ime;
in o med in ime i ehicle mus s ay o e nigh ;
easonable p icing;
as se ice
on
mino epai s;
as esponse
o
complain s;
201
hones y - o k indica ed as comple ed, mus
be
comple ed;
ehicle eady when p omised;
and
cou eous
and
iendly se ice.
I was
also
es ablished ha nei he anchised deale ships
no independen wo kshops ully sa is y ma ke equi emen s,
al hough he la e 's pe o mance appea s
o
be
supe io .
No es
1.
Con iden ial discussions wi h he Ma ke ing Di ec o s
o
wo
mo o manu ac u e s.
2. Same sou ces
as
in no e
1.
3.
An a ibu e a ed impo an
on
he ques ionnai e was assigned
a alue
o
h ee.
Re e ences
Be die, D.R. & Ande son, J.F.
1976.
Mail Ques ionnai e Response
Ra es: Upda ing Ou moded Thinking.
J.
Ma k., ol. 40,
Janua y,
71-80.
C andall, R.W.
1970.
The Decline
o
he F anchised Deale in he
Au omobile Repai Ma ke .
J.
Bus., ol. 43, Janua y,
19-30.
Ma illa, J.A. & James, J.C.
1977.
Impo ance-Pe o mance
Analysis.
J.
Ma k., Janua y,
77-79.
Moye , M.S. & Whi mo e, N.M.
1976.
An App aisal
o
he
Ma ke ing Channels o Au omobiles.
J.
Ma k., ol. 40, July,
35-40.
P e o ius, S.G.
1973.
'n
Bed y sekonomiese S udie an die
Mo o handel in Bloem on ein, me spesiale e wysing
na
Agen skaphoue s. Unpublished M.Com. disse a ion, Uni e si y
o
he O ange F ee S a e, Bloem on ein,
1973,
143
p.
Richa dson,
L.
& Fogg, D.N.
1970.
Se ice Pa onage Pa e ns
and
new
P oduc Wa an ies: A Pilo S udy
o
Au omobiles.
J.
Bus.
Res., July,
213-217.