Abstract
This study aims to determine the factors influencing customer satisfaction in automotive after-sales service at Honda Dealers in Yogyakarta using the SERVQUAL approach. The research specifically investigates the impact of the Tangibles, Reliability, Responsiveness, Assurance, and Empathy dimensions on customer satisfaction, with data collected from Honda dealer customers in the Special Region of Yogyakarta. A quantitative approach is employed, and data is gathered through online questionnaires distributed to 100 respondents via Google Forms. The collected data is analyzed using the PLS-SEM method with SmartPLS version 3.0 software. The findings support all the hypotheses and emphasize the importance of service quality dimensions in customer satisfaction. The study also suggests that regular training for service technicians is crucial for enhancing service speed and reliability.
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