Examining industry-specific after-sales service quality towards the level of customer loyalty : a case of Malaysian national carmakers
The intangible and elusive nature of service requires an industry-specific measures of service quality. This study is intended to assess the service quality in after-sales services by looking into each of the dimensions in SERVQUAL through modifying said dimensions tailored towards the needs o...
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Main Authors: | , , , , |
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Format: | Article |
Language: | English |
Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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Online Access: | http://journalarticle.ukm.my/20499/1/56099-184817-1-SM.pdf http://journalarticle.ukm.my/20499/ https://ejournal.ukm.my/ebangi/issue/view/1524 |
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Summary: | The intangible and elusive nature of service requires an industry-specific measures of service
quality. This study is intended to assess the service quality in after-sales services by looking into
each of the dimensions in SERVQUAL through modifying said dimensions tailored towards the
needs of the industry. The findings show technical quality as the key driver of service quality in
automotive after-sales service that determined customer loyalty, followed by other attributes such
as customer service, tangibility and support service respectively. The data was collected from 312
respondents based on systematic sampling where every three customers were approached at the
main entrance of the service branches to answer the self-administered questionnaire. Using PLS-SEM as the method of data analysis, the data revealed that technical quality was the most important
dimension which served as measures of service quality in automotive after-sales service industry.
Even though support service was found to be an impotent element to represent service quality, the
significant relationship with customer loyalty showed that it is important to capture a higher level
of customer loyalty and needs equal attention. This study contributes to the Malaysian automotive
industry, especially national carmakers, as it provides empirical evidence on the relative
importance of service quality attributes to be prioritized in developing their marketing strategy to
attract more loyal customers. |
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