Gordon's Auto Repair Group is considering using the slogan, "We fix it the first time, every time." Why might this slogan be a bad idea if Gordon wants to maximize postpurchase satisfaction? Create a better slogan for Gordon.

Gordon should create realistic expectations. His proposed slogan is risky because it makes a promise he probably can't keep, thus setting unreasonably high expectations that are likely to lead to dissatisfied customers if, for example, he can't make a repair on the first visit because a part needs to be ordered. Suggested slogans will vary but might include: "We fix it the first time, or the next time is on us."