Abstract
This study examines the effect of service quality on brand equity. Past literature shows that only limited studies were done to examine the effect of service quality on brand equity in manufacturing contexts. Particularly, the majority of past studies mainly focused on service industries in Western countries. Therefore, to explore our knowledge in this area, the present study was conducted in Malaysian automotive market. The data were collected using survey method from 287 passenger car users in the northern region of Malaysia at several shopping malls. The collected data were analyzed using SPSS and structural equation modelling (SEM). The findings indicated that service quality has a significant positive effect on brand equity. Furthermore, services quality has a significant positive effect on all dimensions of brand equity: brand awareness, brand loyalty, brand image and brand leadership. Based on these findings, practical implications and future research suggestions are presented.
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