CASE 7.

1 SUPERAUTO SPARE PARTS SERVICES

Zayar Zaw Win & Sai Thiha

IES (International Executive School)

Intro to Logistics
1. Does Super Auto have a customer service problem? Why or why not?

Peng Zhang as the project manager of Super Auto Ltd., has led a project to outsource spare
parts management to Daily Freight Ltd, a third-party logistics provider. After his survey to
stakeholders, he realized that Super Auto faced customer service problems. This is because
of Zhang Peng received various complains form the car owner who are very dissatisfied
with some dealer’s experience. They complained that more profits were being made by the
local authorized dealers, so they asked the owners to replace the expensive parts that are
still in good condition. The dealers’ dishonest attitude has changed the customers decision
not to visit Super Auto authorized dealers or purchase other Super Autos product again.
The second issue is that the dealers have to wait more time for some slow-moving items
because there are always out of stock and take times for Daily Freight to restock. It ends up
that the repair of vehicle has been delayed. Moreover, the dealer complained about the
unprofessional work from Daily Freight in handling the delivery as the driver might throw
the package on the desk in a hurry without notifying the customer. This may cause the
customers not to get the packages properly and affect the image and reputation of Super
Auto and Daily Freight.

2. Based on the reports of some vehicle owners, it is apparent that some dealers have and
integrity issue. Why has Super Auto not been aware of the issue?

This is because the logistics department of Super Autos did not track feedback and review
from the dealers after ordering spare parts and receiving the order from Daily Freight. By
tracking the feedback and reviews from dealers, they can know about the defects and able
to find better solutions to improve the defects as soon as possible. Likewise, it additionally
raised them a ton of troubles, since at their first idea that the dealer was happy with the
service as it can assist the vendor with obtaining spare parts faster and dimmish
transporting costs. In any case after an arbitrary study among stakeholders, they found out
that there were numerous exploitative dealers who made many complaints against Daily
Freight, which made many vehicle owners be disappointed with this, so they close not to
support Super Auto any longer.