Abstract
Responding to economic liberalization and realizing the great market potential, a number of multinational enterprises (MNEs) based in developed countries are expanding their operations to the developing world, either through foreign direct investment or through joint ventures. These MNEs are trying to translocate product quality standards as well as customer service standards from their home countries to host countries. In the process, customer expectations from these MNEs in the developing countries have risen very high, but the MNEs are struggling to meet them, especially with respect to the customer service aspect. They are facing many constraints; the major ones have to do with the archaic outlook and traditional mode of doing business by their dealerships. This case summarizes some such problems being faced by one multi-national automobile giant in India—FastTrack Motors India Limited. The case has a strong essence of customer satisfaction and deals with different stages of customer reaction.
Published Version
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