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Franchising DreamsThe Lure of Entrepreneurship in America$
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Peter M. Birkeland

Print publication date: 2002

Print ISBN-13: 9780226051901

Published to Chicago Scholarship Online: February 2013

DOI: 10.7208/chicago/9780226051925.001.0001

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Star Muffler

Star Muffler

(p.66) Chapter 5Star Muffler
Franchising Dreams

Peter M. Birkeland

University of Chicago Press

This chapter presents a description on the nature of work franchisees perform at Star Muffler. Mark Spinelli, Star Muffler's chief executive officer, faced the monumental task of transforming “car guys” into managers. Star Muffler has a lack of differentiation among service providers and a poor industry image. To improve the image and consistency of the shops, Spinelli started a new program to rate shops on cleanliness and other factors. The profitability of each franchise unit and the relationship between franchisees has been changed by Spinelli's new customer oriented strategy. In general, the warranty system, the image and maintenance program, and the focus on customer satisfaction has made some effect in altering the old practices of Star Muffler, and the increased market share and customer loyalty can be attributed to them.

Keywords:   franchisees, Star Muffler, Walter, Mark Spinelli, warranty system, maintenance program, customer satisfaction

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