Ken Roberts: Master mechanic

Abstract

Ken Roberts, the owner of an independent automotive repair business in small coastal city in New England, arrived early for the workweek to discover an unscheduled and unknown vehicle awaiting repair in the driveway. Ken needed to develop a tactical plan for dealing with the owner and the potential repair of the vehicle, mindful of his reputation as one of the best independent shops in the area. As a service marketer, beyond providing competent repair work, he knew that word of mouth was crucial to his business's continued success. Students ar challenged to evaluate this situation and provide recommendations within the context of the marketing of services.

Citation

LaBay, D.G. (2009), "Ken Roberts: Master mechanic", , Vol. 6 No. 1, pp. 33-39. https://doi.org/10.1108/TCJ-06-2009-B003