Automotive after-sales service quality and relationship quality in Malaysian national car makers

• Main Authors: Saidin, Zainil Hanim, Mohd Mokhtar, Sany Sanuri, Saad, Rohaizah, Yusoff, Rushami Zien
• Format: Article
• Language: English
• Published: International Academic Research Journal 2015
• Subjects: HD28 Management. Industrial Management; TL Motor vehicles. Aeronautics. Astronautics
• Online Access: http://repo.uum.edu.my/16122/1/30.pdf; http://repo.uum.edu.my/16122/; http://www.iarjournal.com/iar-journal/iar-journal-of-business-and-technology/

This paper will revisit the numerous concept of service quality previously developed and proposed in the literatures. SERVQUAL especially as the mostly used service quality dimension has been criticised by the researchers on its inability to perfectly measure service quality in specific industry.Considering the dynamics of service quality in increasingly turbulent service industry, the literature has proposed various dimensions adapted to the specific industry.Being locally established automotive organizations, Malaysian national car makers namely Proton and Perodua carry a huge responsibility to bring the national car as the most chosen brand locally and internationally.As the asset of the country with 3.4% contribution to the GDP and as the symbol of pride for Malaysians, looking for sources of competitive advantage is of utmost important. Relationship marketing literature has established that high quality of service is the important determinant that keeps the customer return for a long-term high quality relationship and subsequently contributes to organization’s long-term profitability.Thus, determining the most suitable dimensions of service quality for automotive after-sales service is the basis for relationship quality building.Certainly, it provides opportunity for the national car makers back to their top position in Malaysian automotive market.