SERVICE QUALITY AND CUSTOMER SATISFACTION OF AFTER-SALES SERVICE OF A CAR DEALER IN SAN PABLO CITY

Vanessa E. Terre, Arthur B. Almario

DOI: 10.26480//bedc.01.2024.29.35

ABSTRACT
The purpose of this study is to examine the relationship between service quality and customer satisfaction with after-sales service of a car dealer in San Pablo City. The dimensions of SERVQUAL, such as tangibility, reliability, responsiveness, assurance, and empathy, were analyzed simultaneously to customer satisfaction. This study employed a descriptive and explanatory design, complemented by a quantitative approach. The study utilized an adopted survey questionnaire, and the survey was conducted on 302 customers, utilizing a convenience sampling approach. The data gathered were analyzed through weighted mean, Pearson (r) correlation, and regression analysis. The findings showed that there is a significant relationship between service quality dimensions such as tangibility, reliability, responsiveness, assurance, and empathy and customer satisfaction. In addition, assurance and empathy have the highest influence on customer satisfaction, emphasizing their importance in shaping overall service experiences. The findings of this study suggest to prioritize investments and improvements in the assurance and empathy aspects of service delivery to enhance customer satisfaction effectively. The study contributes insights into understanding the importance of service quality to customer satisfaction in the after-sales service of car dealership industry to achieve a stronger competitive position and sustainable business growth.

KEYWORDS
Assurance, empathy, reliability, responsiveness, tangibility

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12 June 2018
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EDUCATION, SUSTAINABILITY AND SOCIETY (ESS) has been successfully Publish with first issue 2018. Congratulations to all the editorial team!

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