Factors Affecting Customer Satisfaction in RAC Motoring Services

The provided content discusses the poor customer satisfaction faced by RAC Motoring Services due to inefficiencies in their dispatched system and lack of risk analysis. The company is recommended to provide quality services, train its staff to identify customers' needs, and implement quality products or services to achieve high-quality services and improve brand image.

Management and
Administration of Operations

Executive Summary
Here, the report elucidates that management and administration of operations results in
designing and controlling the functions properly so that best results could be attained. Providing
training to workers helps in enhancing their experience so that they are able to solve problems of
clients who are suffering from vehicle breakdown. Different quality standards are being used in
regard to enhance customer satisfaction within RAC Motoring Services.

Table of Contents
INTRODUCTION...........................................................................................................................1
CURRENT OPERATIONAL STRATEGY OF RAC MOTORING..............................................1
PROCESS MAP..............................................................................................................................2
FACTORS INVOLVED IN POOR CUSTOMER SERVICE........................................................3
RISK ANALYSIS............................................................................................................................4
RECOMMENDATION AND JUSTIFICATION ..........................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Management and operations is considered as one of the crucial task that is considered a
an effective function of carrying out business functions and attain desired results. It is essential
for management of organization to effectively design and control the operations of business so
that smooth functioning could be carried out (Azhashemi, 2012). Thus, manager of firm possess
effective operations and thus ensure responsibility so that resources could be utilised effectively.
Here. RAC Motoring Services case study has been undertaken that involves vehicle breakdown
and recovery industry which results in operating efficiently within market for around 100 years.
Also, different resources such as technology and human are being utilised in regard to satisfy the
needs of customers. However, manager of RAC Motoring Services supports the improving and
developing quality services so that it helps in satisfying the needs of customers.
CURRENT OPERATIONAL STRATEGY OF RAC MOTORING
It is essential for firm to consider certain features of business process which mainly
assists in performing the business operations through using different equipment and tools either
alone or with combination of other machine. Thus, RAC Motoring Services has been established
over 100 years ago in the form of vehicle breakdown and recovery industry. Organization also
owns branded patrol forces that possess responsibility to rescue vehicles of customers at roadside
(Brady, Voorhees and Brusco, 2012). Also, business possess the responsibility to provide quality
services to customers and perform its operations in an effective and efficient way. There are
various operational characteristics of RAC Motoring Services such as- The Patrols- In the year 1999 there were around 1350 patrols employed in RAC
Motoring Services and thus most of them were carried out their carrier in past as
mechanic, undertaking garage servicing of vehicles etc. Thus, training them helps in
enhancing experience so that they are able to solve problems of clients who are suffering
from vehicle breakdown (Brown, Bessant and Lamming, 2013). Use of contractors- It is one of the main operational characteristics of RAC Motoring
Services where business aims to meet the unexpected demand of contractors and thus
attain customer satisfaction. Here, the calculated average cost of contractors was £36 per
job and thus it was too high and also it increases the amount of work over the contract
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basis was rising. While, it decreases the productivity level of patrol staff (Edmonds,
2011). Managing the patrols- Such operational characteristic assesses that in regard to perform
the rescue operations of customers breakdown vehicles at roadside, company recruits
patrol staff members into different geographical locations. RAC Motoring Servixes aims
to manage the customers and provide them quality services. Here. Around 50 managers
were appointed who were looking to the team of 28 patrols and covering around 2-3
geographical locations (Ramanathan, 2011).
 Overtime and standby- Such operational characteristics assesses that standard working
time for patrols was 40 hours per week. However, at the time of workload, patrols were
asked to overtime and standby so that need could be fulfilled of customers. They were
paid extra for their overtime services i.e. £10 per hour and the amount got nearly double
on Sunday i.e. £14 per hour (Rogers, 2011).
PROCESS MAP
With the help of designing process map it helps in defining the flow of activities within a
process and thus each and every action depends upon each other. However, it helps business to
execute the process as per the plan and thus meets the business objectives. Here, RAC Motoring
Services results in rescuing vehicles at roadside and satisfy the needs of customers. The process
involves several steps which starts from customers when they call the customer representatives
of RAC to utilise the services (Slack, 2015). However, the employee who was nearby locations
of customers need to visit the location and solve the problems of customers.
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Illustration 1: Process map
(Source: Azhashemi, 2012)
Thus, it can be reflected from the above figure that call out service of RAC Motoring
Services results in assessing that it is very systematic process. However, it has been divided into
3 different sections i.e. customer, RAC telephone system and customer service representative.
The process starts from the call of customer where he/she wants services, them the customer
representative of organization is required to provide quality service to customers to attain
satisfaction (Brady, Voorhees and Brusco, 2012). Hence, the whole process map of call out
service of RAC Motoring helps firm in serving the customers on call basis and create patrols for
different regions.
FACTORS INVOLVED IN POOR CUSTOMER SERVICE
It has been assessed that there are two main factors involved in poor customer service
which are as follows- Unable to take call- At several time customer representatives are not able to take call of
their customers who requires roadside help and thus RAC Motoring Services staff
becomes unable to deliver satisfaction to customers. Thus, such factor identifies that
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when staff is not able to provide services to customers it results in dissatisfaction among
customers (Brown, Bessant and Lamming, 2013).
 Inefficiency in dispatched system- It is another factor that contributes to poor customer
satisfaction i.e. RAC Motoring Services faces issues in dispatching system so that needs
of customer gets affects. Such poor customer service results in impacting satisfaction
level of customers (Edmonds, 2011).
RISK ANALYSIS
Following are the different steps involved in analysing risk so that business could focus
upon ensuring proper risk assessment process such as-
 In the first step, it analyses that determining the main hazardous and risky area within
RAC need to be identified so that staff could avoid the negative operations upon firm.
 Further, risk assessment technique helps in determining the actual velocity or risk within
firm and thus support the overcoming of risk and hazard (Ramanathan, 2011).
 Here, risk assessment process helps in formulating and devising risk management plan
within firm and thus overcome unhealthy situation which results in supporting firm to
implement vertical integration and thus provide quality services to customers.
 At the end evaluation of implementation plan is being done to minimize the risk (Rogers,
2011).
RECOMMENDATION AND JUSTIFICATION
RAC Motoring Services is being recommended to provide quality services to customers
and thus satisfy their needs and wants. Through such quality services it results in overcoming the
issues of firm and build customer satisfaction. RAC should train its staff in such a way so that
they could identify the needs of customers who are suffering vehicle breakdown at roadside and
thus obtaining services on call (Slack, 2015). Thus, it results in satisfying clients need and
improve brand image. Also, RAC should implement quality products or services and thus
monitor the business performance which results in achieving high quality services so that set
results could be attained.
CONCLUSION
It can be concluded from the study that RAC Motoring Services focuses upon managing
its operations in an effective and efficient way and deliver quality services to its customers.
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Business also using different quality standards so that performance of firm could be improved.
All the operational characteristics of firm results in maintaining the process such as patrols,
contracts and overtime facility so that employees could be satisfied.
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REFERENCES
Books and Journals
Azhashemi, M., 2012. Operations Management in Context. Routledge.
Brady, M.K., Voorhees, C. M. and Brusco, M. J., 2012. Service sweethearting: its antecedents
and customer consequences. Journal of Marketing. 76(2). pp.81-98.
Brown, S., Bessant, J. R. and Lamming, R., 2013. Strategic operations management. Routledge.
Edmonds, J., 2011. Managing successful change. Industrial and Commercial Training. 43(6).
pp. 349–353.
Ramanathan, R., 2011. An empirical analysis on the influence of risk on relationships between
handling of product returns and customer loyalty in E-commerce. International Journal of
Production Economics. 130(2). pp.255-261.
Rogers, B., 2011. The value of work‐based projects in management education. Industrial and
Commercial Training. 43(6). pp. 335–342.
Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.
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