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and expects the same levels of service quality in the The following gaps are identified for evaluating the
products. In the market wide range of models and service quality and customer satisfaction [6].
variants are available with some small changes and Past
Word of mouth Personal
additional features of different brands but of almost
communications needs experience
same price and this thing encourages the customer to
switch from one brand to another.[4]. In this scenario,
providing effective after sales service for vehicles has CUSTOMER Expected service
become important for service center in India to stay
in the highly competitive market.
GAP 5
II. Reasons for importance of customer
Perceived service
satisfaction:
1. Customer satisfaction also increases the lifetime
value of the customer. Service
COMPANY GAP 4External
2.Customer satisfaction is also a point of communication
differentiation. delivery
to consumers
GAP 3
3. Customer satisfaction also helpful to reduce the
negative communication of word to mouth. Translation of
4. It shows the loyalty and repurchase intentions of GAP 1 perception into service
the customer. quality specifications
5. For reducing customer churn customer satisfaction GAP 2
is important.
Management perceptions of
customer expectations
III. Service quality model
Fig. 1: Gaps Model (Parasuraman et al, 1988)
The service quality model is developed by
Parasuraman, Zeithaml and Berry in (1985-1988). By
using the SERVQUAL model service quality for any Gap 1: Between consumer expectation and
service sector can be measured.This model contains management perception.
22 items helpful to know customer perceptions and Gap 2: Between management perception and service
expectations related to the service quality [5].This quality specification.
model is based on five service quality dimensions i.e Gap 3: Between service quality specification and
Tangibility, Reliability, Responsiveness, Assurance service delivery.
& Empathy. The service quality for SERVQUAL Gap 4: Between service delivery and external
model can be calculated by using the following communications.
equation. Gap 5: Between expected service and perceived
service.
structure are a result of inconsistencies in the quality study is performed in two phases. In the first phase
management process. The first four gaps contribute to gap customer satisfaction is determined form after sales
five i.e the gap between customer expectations and service and in second phase comparative research
customer perceptions of service received. methodology is used. The results of the rate of
customer satisfaction of after sales service for three
III.Review of related work companies in every five dimensions were analyzed
separately. The two Indian companies have no
Limited published research has been conducted for significant difference in all the dimensions but
measuring service quality in the automobile service showed a meaningful significant difference with
sector and some of them are as follows- other foreign company in all the dimensions.
Berndt, A. (2009) explained five dimensions of Jhanshahi, A.A. et al. (2011) stated that the
SERVQUAL model with respect to automobile automotive industry in India is one of the largest in
service centre and they are as follows: the world and one of the fast growing globally.
Reliability : It is the most important dimension of Customer satisfaction and loyalty are the most
service quality. Dealerships are known to contact the important factors that affect the automotive industry.
customer promising that the vehicle will be ready for On the other hand, Customer service can be
delivery at a specific time. considered as an innate element of industrial
Assurance : The main source of assurance is with the products. Customer service quality, product quality,
service Adviser, their knowledge and manner of customer satisfaction and loyalty can be measured at
interaction with the customer inspires trust in the different stages, for example, at the beginning of the
organization. purchase, and one or two years after purchase and
Tangibles : Tangible cues that form part of this hence they conducted a research to find the
dimension include the signage, parking and layout of relationship between customer service and product
the dealership itself. quality with customer satisfaction and loyalty in the
Empathy : This can be seen in the interactions context of the Indian automotive industry The
between the organization and the customer, and the population of the study is all of the Tata Indica car
nature of this interaction. owners in Pune. Hypotheses of the study will be
Responsiveness : Changes that have been observed analyzed using regression and ANOVA. Results of
in service hours from just being workdays to include the study show that there are high positive correlation
weekend and night services, due to the changes in the between the constructs of customer service and
needs of customers. product quality with customer satisfaction and
Katarne et al (2010) measured current service loyalty.
quality level of a typical automobile dealership in an Jajaee, S.M. and Sheikh Ahmad, B.F. (2012) stated
Indian city. The study was conducted using a that automobile insurance industry is one of the
representative survey of respondents, owners of one fastest growing industries and maintain high quality
of the popular brand vehicles. In this paper, service in the industry is an important concern. For
satisfaction/dissatisfaction of the customer has been this they conducted a study on the perceived service
measured using standard statistical tools, and an quality in Australian automobile insurance industry
attempt has been made to find out reason(s) of by employing SERVQUAL scale. A questionnaire
dissatisfaction by applying root cause analysis. was distributed to 384 respondents of Melbourne and
Current performance of the service centre was not they concluded that the overall service quality in
found up to the mark and results of the study show automobile insurance industry was high. Moreover,
that delay in delivery is the most critical reason the results indicate that SERVQUAL scale relates
responsible for dissatisfaction or poor service quality better with advanced economy of Australia compared
level. to less advanced economy countries which was
Asadollahi, A. et al. (2011) studied service quality investigated in earlier studies.
and customer satisfaction in automobile after sales Datsomor, H.K. (2012) adopted the SERVQUAL
services in two Indian companies and one foreign service quality model with its five dimensions
company. The research methodology defined in this (tangibles, reliability, responsiveness, assurance and
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