The Extent To Which Tyre Dealers Integrate Customer Requirements In Service Process Design As Perceived By Commercial Road Transporters In Kenya

Abstract

Given today's industry dynamics, new service development is becoming increasingly important to the competitiveness, growth, and survival of organizations. Unfortunately, new service development has proven to be a complex and difficult task. The overall objective of this research study is to contribute to an increased knowledge of customer involvement, i.e., the role of customers as contributors and co-creators in new service development. By allowing customers to innovate on their own or by spending time with them and actually taking part in activities with them, deep insights and new ideas have an opportunity to emerge. Companies that engage in collaborative innovation with customers can expect improved customer satisfaction, customer loyalty, and profit margm. The research is a descriptive survey carried out to establish the extent to which tyre dealers integrate customer requirements in the design of their service processes. Given the small number of major commercial road transporters in Kenya, a census study was conducted on all fifty nine transporters. Primary data was gathered through in-depths interviews using semi-structured questionnaires formed in part A and part B with response rate of 81.35%. Tyre dealers integrate commercial road transporters requirements to a very large extent in service processes design that includes complaint channels, good responsive time to complaints, fully backed product warranties, after sales technical backstopping, consistent product features, just in time prompt product delivery and high professional levels of service personnel. The results of this study contribute to the better recognition of the importance of tyre dealers need to understand the needs of the market they operate in and to adapt their service offerings around these needs to optimally fulfill their customer's expectations. Some of selected respondents did not personally respond to the questionnaires. Future research on similar studies incorporating all tyre market segments need to be conducted.