Core values and Perceived Quality: case of Volvo Car Group and Volvo Trucks

What is it about?

This is case study regarding core values and perceived quality performed at Volvo Car Group (VCG) and Volvo Trucks (VT). It is divided into the two parts. First, we interviewed VCG and VT professionals at the level of vice-director about their vision of the company's core values and perceived quality. That allowed us to determine the list of the perceived quality attributes. Later we performed a survey with the Volvo car drivers and Volvo trucks drivers in order to rank these attributes. As the result, we found interesting trends and received the evaluation of perceived quality attributes from the professionals and customers. We compare and discuss results.

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Why is it important?

The work demonstrates professional's view on the core values and perceived quality attributed associated with this values. Comparison with the customer's judgements regarding perceived quality attributes shows commonalities and discrepancies in the perception of professionals and customers. This study is unique because it shows results of the in-depth interviews with the automotive industry professionals who define the future look of the Volvo cars and Volvo trucks.

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