A recent consumer survey conducted for a car dealership indicates that, when buying a car, customers are primarily concerned with the salesperson's ability to explain the car's features, the salesperson's friendliness, and the dealer's honesty. The dealership should be ESPECIALLY concerned with which determinants of service quality?

a. communication, courtesy, and credibility

Explanation:

The Consumer survey showed that when buying a car customers are interested in the salesperson's ability to explain what the car does and what it's has, in short it's features. This means that they would like a Salesperson that Communicates effectively, the need for the car.

Dealers should therefore be very concerned with the communication skills of their sales people.

The Consumers would also like a friendly person. This is simple Courtesy. The sales person must be able to show courtesy to the customers to entice them to buy a car and so Dealership management should be very worried about this.

A final thing the Dealer should be worried about is Credibility. Consumers want to know if the Dealer is credible in that if the claims the dealer is making is true and honest. Too many salespersons say anything to get people to buy things even if it is a lie. A car is a big investment and so consumers would very much like to avoided being lied to.

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