After-sales service quality satisfaction in Indian automobile industry

Abstract

In the automobile industry, after-sales service plays an important role whether it is before buying a product or after buying the product. One of the necessary evaluation criteria for customer satisfaction is availability of after-sales service. In today's situation, after-sales service quality can be measured by administering a customer satisfaction survey. This paper focuses on after-sale service quality and customer satisfaction. In this paper SERVQUAL model was applied for measuring quality of service given to the customers and customer satisfaction in an automobile industry. Structural equation modelling (SEM) with partial least squares (PLS) was used to simultaneously evaluate both the measurement and structural models. The analysis of customer satisfaction through after-sales service quality gave the result in which tangibility, reliability, assurance, responsiveness and empathy were seen to have a significant positive effect on customer satisfaction. In light of the SERVQUAL model, this paper discusses practical implications and focuses on recommendations on how to manage and improve service quality in after-sales service in the Indian automobile industry. This study presents a model for improving customer satisfaction in terms of service quality dimensions.