Abstract
Clients of automotive service industries are always anxious for after sales service. The objective of this research is to determine the association of variables of service quality and client contentment in bike industries. The information was gathered using convenience sampling technique from 150 users of bike industries in the form of questionnaire developed using SERVQUAL model. The important variables were extracted utilizing exploratory factor analysis. Hypothesis of the research was analyzed using multiple regression analysis and ANOVA. The results of the research revealed that the variables reliability, empathy, responsiveness, assurance, accessibility and convenience are found statistically significant to determine customer contentment whereas tangibility is not found significant to determine customer contentment and findings indicate that management have to focus on attributes like interest in solving clients’ problem, clients’ question to be answered timely by staff, trust in you to be inculcated by staff, individual consideration by staff and stopping region.
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