Improving the prerequisites for customer satisfaction and performance : A study of policy deployment in a global truck company

Purpose – The paper aims primarily to describe and analyze how the strategic and operational relationship with independent dealers has been improved and controlled. The paper also aims to describe and analyze the improvement program that the dealerships have designed, adopted and implemented, and the improvements that have resulted from them. Design/methodology/approach – The paper used an explorative, qualitative research approach using in‐depth interviews. In order to achieve a prior understanding of Volvo Trucks North America's (VTNA) quality improvements at the dealerships, three in‐depth interviews were conducted with dealers in the USA. One interview was held with a business manager responsible for five dealerships in the Chicago area, and another with the person in charge of the quality improvement program at the corporate level. Findings – The key to success lies in the strategic and systematic implementation of the tools and programs with which VTNA has provided its dealerships. The following six factors were identified as key issues in VTNA's improvement program: customer focus, product quality, service experience, employees, information and communication technology, and customer satisfaction. Originality/value – This paper illustrates how a large company such as Volvo is able to positively influence a large number of smaller companies using a small number of policies.