Car Dealer and Car
Maker Compliance
Database Querying
The Business Situation
When trading partners devise new ways of working with each other, they may not know what to expect. For example, when a car maker creates a web site for potential customers to inquire about new vehicles and refers these inquiries to dealers, the car maker will be concerned about the timeliness of the dealers' responses. The dealers, on the other hand, want their fair share of the referrals. The car maker and the dealers can promise to abide by an agreement on response time and the way referrals are allocated, but neither the car maker nor their dealers seem ready to trust the other one completely given the history of their relationships and the potential for technology to prompt changes in the way cars are sold.
One approach to helping a car maker and its dealers work together to promote sales of vehicles is for each party to have assurance that the other one is abiding by the agreement. This kind of two-sided assurance could be achieved through the use of database queries that could be run continuously to identify non-compliant responses soon enough for corrective action to be effective. Your assignment, explained below, is to give the car maker assurance about dealer compliance and to give dealers assurance about car maker compliance.
The Database
To make it easier for people to buy its cars, a car maker established a Web site that lets potential buyers indicate which model(s) and features interest them. After receiving the information from a potential buyer, the car maker records it in database tables like the following:
Customer table (primary key = CustomerID)
CustomerID |
FirstName |
LastName |
Street |
City |
PostCode |
PhoneWork |
PhoneHome |
EmailAddress |
000342512 |
Sally |
Hong |
710 London Rd |
Atlanta |
30344 |
404-876-4875 |
404-548-6625 |
ryan0980@aol.com |
000342525 |
Daniel |
Lowell |
225 Burbank Dr |
Atlanta |
30314 |
404-567-2245 |
404-514-8898 |
low008@aol.com |
000342539 |
Terrel |
Thomas |
2985 Peachtree St |
Atlanta |
30360 |
770-975-6521 |
770-548-9658 |
Gold076@hotmail.com |
000342546 |
Cathy |
Allen |
1827 McPherson Rd |
Atlanta |
30303 |
770-988-6521 |
770-985-3542 |
Allen23@mci.com |
CustomerInquiry table (no primary key)
CustomerID |
FirstName |
LastName |
ModelInInquiry |
InqDateTime |
000342512 |
Sally |
Hong |
Concorde |
11/10/99 9:05:45 AM |
000342512 |
Sally |
Hong |
LHS Sebring Coup |
11/12/99 8:32:27 AM |
000342525 |
Daniel |
Lowell |
Concorde |
11/12/99 11:56:03 AM |
000342525 |
Daniel |
Lowell |
Sebring Convertible |
11/15/99 9:23:25 AM |
000342539 |
Terrel |
Thomas |
300M LHS |
11/15/99 6:28:39 AM |
000342546 |
Cathy |
Allen |
Concorde |
11/25/99 8:52:21 AM |
000342546 |
Cathy |
Allen |
Town & Country |
12/11/99 9:12:12 AM |
In addition, suppose the company e-mails each inquiry to the dealer that is closest to the potential buyer, where "closest" is operationalized as the dealer whose 5-digit postal code minimizes the difference between the buyer’s postal code and the dealer’s postal code. The postal code map illustrates the referral process. Information about the inquiries that dealers receive is kept in the following database tables:
Dealer table (primary key = DealerID)
DealerID |
Name |
Street |
City |
PostCode |
Phone |
0016287 |
Buckhead Auto |
3126 Piedmont Rd |
Atlanta |
30305 |
404-261-1851 |
0023718 |
Neal Pope Motorcar |
4420 Buford Hwy |
Atlanta |
30341 |
770-216-9700 |
0024145 |
Paul Feery Auto |
4125 Piedmont Rd |
Atlanta |
30342 |
404-261-1851 |
0035284 |
Afford Auto |
3350 Cumberland Rd |
Atlanta |
30339 |
404 303-1400 |
0037269 |
Bob Motoring |
330 Forrest Rd |
Atlanta |
30349 |
404 361-3832 |
0405718 |
Town Touring |
141 Piedmont Ave |
Atlanta |
30303 |
404 659-3673 |
ReferralToDealer table (primary key = ReferralID)
ReferralID |
CustomerID |
DealerID |
RefDateTime |
000010345 |
000342512 |
0024145 |
11/10/99 10:00:00 AM |
000010352 |
000342525 |
0016287 |
11/12/99 1:15:00 PM |
000010363 |
000342539 |
0037269 |
11/15/99 10:00:00 AM |
000010379 |
000342546 |
0405718 |
12/11/99 11:35:00 AM |
000010382 |
000342512 |
0024145 |
11/12/99 11:00:00 AM |
000010394 |
000342525 |
0016287 |
11/15/99 2:20:00 PM |
000010407 |
000342546 |
0405718 |
11/25/99 10:00:00 AM |
Because each referral represents the potential sale of a car, dealers ought to be quick to respond to all the referrals they receive. Still, some potential buyers complain that a week passes before a dealer contacts them. (That interval is long enough to change one’s mind about buying the car!) Being exasperated with the situation (search on "they can't wait"), the car maker informs its dealers that it would cease making referrals to dealers that take more than 48 hours to contact the customers referred to them. Having created this policy, the car maker now has to implement it, which means identifying any dealers not in compliance. Information about dealers’ responses to referrals could be kept in the following database table:
DealerResponseToReferral (primary key = ReferralID)
ReferralID |
DealerID |
ResDateTime |
PhoneResponse |
EmailResponse |
000010345 |
0024145 |
11/12/99 11:30:00 AM |
Yes |
Yes |
000010352 |
0016287 |
11/12/99 4:00:00 PM |
No |
Yes |
000010363 |
0037269 |
11/15/99 4:30:00 PM |
Yes |
No |
000010379 |
0405718 |
12/11/99 4:00:00 PM |
No |
Yes |
000010382 |
0024145 |
11/15/99 12:20:00 PM |
No |
Yes |
000010394 |
0016287 |
11/16/99 9:00:00 AM |
Yes |
Yes |
000010407 |
0405718 |
11/25/99 1:00:00 PM |
No |
Yes |
Another table in the database, the EmailResponseToReferral, contains information about dealers’ emailed responses to potential buyers. Not all potential buyers give an e-mail address, and even if they did, dealers could still contact them by phone. But for all responses that dealers send by email, the table shows the date/timestamp of the response. The car maker gets the date/timestamp from copies of email messages that dealers send to it.
EmailResponseToReferral table (primary key = ReferralID)
ReferralID |
DealerID |
ResDateTime |
EmailAddress |
000010345 |
0024145 |
11/12/99 11:30:00 AM |
ryan0983@aol.com |
000010352 |
0016287 |
11/15/99 1:36:00 PM |
low008@aol.com |
000010379 |
0405718 |
12/11/99 5:00:00 PM |
Allen23@mci.com |
000010382 |
0024145 |
11/15/99 12:20:00 PM |
ryan0983@aol.com |
000010394 |
0016287 |
11/16/99 5:00:00 PM |
low008@aol.com |
000010407 |
0405718 |
11/25/99 1:00:00 PM |
Allen23@mci.com |
Copyright © 2001 A. Faye Borthick. Adapted from Borthick, A. F., Jones, D. R., and Kim, R. 2001. Developing database query proficiency: Assuring compliance for responses to Web site referrals. Journal of Information Systems 15(1), copyright © American Accounting Association.
2/26/01