STANDARDIZATION OR NON-STANDARDIZATION OF CUSTOMER SERVICE IN THE MAINTENANCE UNITS OF MACPONTA CAMINHÕES DEALERSHIP

AN ANALYSIS THROUGH DECISION TREE

Abstract

MacPonta is a Brazilian business group operating in the transportation, agribusiness, and financial services sectors. Its main company, MacPonta Caminhões, offers vehicles from the DAF brand, in addition to providing multi-brand maintenance services.

Currently, it operates four units and one service point located in Ponta Grossa, Marialva, Boituva, Sumaré, and Palmital, respectively.

However, despite its consolidated position in the market, MacPonta Caminhões faces disparities in positive evaluations among its maintenance units (Chart 1). These differences arise because the process is not standardized across the units, resulting in variations in the scheduling and initial customer service stages and, consequently, customer preference for specific units.