Measuring the Quality of Car Dealership Services from the Point of View of Customers by Applying to the Automotive Sector in the Kingdom of Saudi Arabia

Abstract

The study aimed to measure the quality of car dealership services from the point of view of customers by applying to the automotive sector in the kingdom of Saudi Arabia to raise the level of car companies’ services and for agencies to achieve the customers’ desires, needs and satisfaction, improve the quality of services, and the possibility of reaching results in improving the quality of services through which recommendations can be proposed Contribute to increasing customer satisfaction. The research problem was the quality of service provided by car dealerships and not the product itself. Low service quality is a selling problem, not a brand problem. Service quality expectations for new car owners have been increasing, increasing pressure on car manufacturers as well as dealerships to provide high-quality products and services. After-sales services and repairs at car dealerships have received much criticism from customers compared to their other purchasing experiences. Customer dissatisfaction with the quality of after-sales services at car dealerships highlighted the importance of providing high-quality services to customers to improve their satisfaction and generate positive behavioral intentions. Since the main objective of the study was to measure the quality of car dealership services from the point of view of customers by applying to the automotive sector in the Kingdom of Saudi Arabia, our study targeted the clients of five of the largest car companies and agencies in the Eastern Province of Saudi Arabia. The design and distribution of the questionnaire designed for this study was distributed to a sample of clients. Due to the large size of the target community, it was also relied upon the method of distributing the questionnaire during the interview, as the use of this method makes the respondents' answers more credible, as well as helps the respondent in answering the various questionnaire axes upon request. The study reached several results, the most important of which are: There is a statistically significant relationship between the quality of the services provided with its dimensions (service tangibility, reliability, response, empathy, safety) and customer satisfaction within the car agencies under study.