Managing service promises in an organisation : a study of communication gap between the salespersons and customers in relation to sales of BMW cars in the context of Bird Automotive

Abstract

The purpose of this study was to find out the reason behind the declined sales of BMW cars in context to Bird Automotive. The secondary and primary research methods were adopted to carry out the research. The secondary data was collected using journal articles, trade journals and magazines related to automobile sector and above all, books laid the foundation of this research. The primary research involved both qualitative and quantitative research methods. For qualitative research, the sales executive managers of Bird Automotive were chosen and interviewed via telephone. On the other hand, for the quantitative research, the customers who bought BMW cars from Bird Automotive were requested to fill in the self-administered questionnaires. These questionnaires were available on surveymonkey.com. The results revealed that inadequate management of downstream supply chain communication is the major cause of increasing customer dissatisfaction. In addition to that, the research also throws light on how the external communication channels of Bird Automotive affects customer perceptions. The research also revealed what measures Bird Automotive can take in order to gain employee retention. This study has been carried out to analyse the internal marketing communications of Bird Automotive. The research addressed the internal problems of Bird Automotive which were resulting in customer dissatisfaction. In order to overcome their limitations, the research has provided some useful recommendations which may be useful to Bird Automotive.