THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AS MEASURED BY SERVQUAL: A CASE STUDY OF AUTOMOTIVE MAINTENANCE AND REPAIR SERVICE CENTER

Abstract

The purpose of this article is to examine service quality in the car maintenance and repair industry. The SERVQUAL model is used to examine the effect of service quality on customer satisfaction. The Statistical Package for Social Sciences version 19 was used to analyse data from a questionnaire-based survey of 241 car maintenance and repair center users. According to the findings, service quality factors (responsiveness, assurance, and empathy) are positively related to customer satisfaction. The fundamental drawback of the study is its cross-sectional design, which limits the generalizability of the findings. Automotive maintenance and repair service centers should increase its tangible and reliability qualities to assure customer satisfaction. According to the findings, the empathy dimension of service quality is one of the most significant indicators of customer satisfaction in the car maintenance and repair industry