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From the side of the small scale retailers, the customer service administered to customers was deficient in that; the retailers rarely installed the compactors. This is a problem due to the fact that the work of installation was left to the clients who had no knowledge on how to do it. The small scale retailers did their installations poorly and took no time to explain to the customer about the use of the compactors; not to talk of doing follow-up to do with their working. Coming to the company distributors; the lack of consistency in distribution of the compactors also resulted in problems; as some customers would get mixed-up by the differential responses regarding their orders by the small dealers and the factory distributors.
The lack of consistency and a well defined channel of distribution within the marketing channels of the factory; brought about the biggest problem in this case. This is the case because from the interviews carried out; the customers are aware and raise the complaint about the double responses regarding orders by the company and the retail distributors. This as a problem, results in the compromise of customer interests as the company distributors would misinform the customers of the absence of their preference models; which in turn lead to the negative effects evident from the market, or even the loss of clients.
The logistical channel of the company has and is the problem; because it is evident that there is a conflict of response to the customers orders especially those that are directed through the small scale distributors.
The interview system and form; was not so accommodative to the Metropolitan markets due to its deficient structure. Holding the fact that St. Louis is a metropolitan market area, it is conclusive that there could be complaints among the small scale dealers that have not found their way to reach the factory. The metropolitan setting would also mean that customers are able to reach the factory distributors, without going through the small retailers therefore reducing the occurrence of complaints.
The Marketing Vice president should employ a system that is capable of; detecting the complaints of distributors and customers in all settings; compel the small scale retailers to carry out customer service like installation and after sales services; and ensure that the different retailers do not exploit one another. These measures would ensure that the interest of distributors and customers are addressed.
The fact that Warranties are accommodated by the distributors is a problem. This is because the purpose of warranty services is to ensure that the factory addresses and realizes the areas of weakness in the production process so as to effect changes and improvements.
The factory should take responsibility for the warranties on their products; as they will be helpful in making them detect the areas of weakness in production, therefore serving as a tool to ensure that the quality of products is not compromised. As an effect, this will result in customer satisfaction and a tool to improve sales levels.
Work cited
Murphy, Paul. & Wood, Donald. “Contemporary Logistics”, 9th Edition. New Jersey: Pearson Prentice Hall. (2002): 103-105
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