Abstract
Successful delivery of customer satisfaction through excellent automotive after sales service quality (AASSQ) can drive long-term profits and reinforces the image of automakers. Customers are generally willing to pay a huge sum of money to secure guarantees and dependable after sales service. Based on this premise, this study determined the automotive after sales service quality dimensions (using AutoSERVPERF model) to deliver customer satisfaction. Data were solicited from 226 respondents who are customers of an automotive after sales service center in Selangor. Convenient sampling technique was used to select volunteer respondents for the survey and a self-administered questionnaire with a 5 point Likert scale was administered for data collection. The responsiveness, empathy, assurance and reliability dimensions of the AutoSERVPERF model were uncovered to be important in delivering satisfaction towards AASSQ. However, among these four dimensions, the empathy and assurance dimensions were perceived to have delivered high performance and are of high importance to customers. Hence, to deliver customer satisfaction towards automotive after sales service, periodic knowledge and skill enhancement training is essential. Instituting clear standard operating procedures, close monitoring and supervision of service staffs would help preserve the consistency and hence reliability of after sales service delivered.
Highlights
The key to sustainable competitive advantage of a business is to deliver high-quality customer service and attain customer satisfaction, which in turn would impact profitability positively (Keisidou et al, 2013)
Customers at the automobile after sales service center have agreed that service personnel at this service center were responsive, able to deliver assurance and empathetic in their delivery of automotive after sales service quality to customers (Table 1)
after sales service center (AASSC) should consistently focus on the responsiveness, empathy and assurance dimensions in delivering their after sales service quality (AASSQ) to satisfy customers
Summary
The key to sustainable competitive advantage of a business is to deliver high-quality customer service and attain customer satisfaction, which in turn would impact profitability positively (Keisidou et al, 2013). The delivery of excellent service quality has been postulated as a key determinant of customer satisfaction (Gegeckaite, 2011). This postulation extends to the delivery of after sales service quality. Customers are generally eager to pay a huge sum of money to secure guarantees and dependable after sales service. This would be a catalyst to the development in the after sales service businesses which is a significant source of revenue for firms and reinforces the image of automakers.
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