Final answer:
The ideal action for a sales associate when handling a defective suitcase is typically to provide a replacement, ensuring customer satisfaction and maintaining store reputation.
Step-by-step explanation:
When a customer returns a suitcase with defective wheels, the best action for a sales associate to take greatly depends on the store's return policy, the nature of the defect, and the customer satisfaction goal. However, most retail best practices suggest that providing a replacement suitcase of the same model is often the most direct way to ensure customer satisfaction while handling a defective product situation. This action immediately addresses the customer's problem, maintains the relationship with the customer, and upholds the store's reputation for quality service. If the product is under manufacturer warranty and the store's policy is to direct customers to the manufacturer for defects, then recommending the customer to contact the manufacturer for warranty repair might be appropriate.