Measuring after-sales service quality in automobile retails: An application of the SERVQUAL instruments

This paper reports on a measurement of the service quality within a dealership in the Western Cape Province, South Africa. A case study was conducted at the unit using five dimensions of SERVQUAL to calculate the gap differences between customers´ expectation and perception of staff from the dealership. Various interviews and a semi structured questionnaire were utilised to collect the data from the dealer and its customers. The study analysed the service expectations of the customers. A number of customers´ expectations for service quality were applied. Finally, the dimensions of service quality were analysed through exploratory factor analysis. The results of the study showed that service quality at the dealer does not meet the expected standard and that relationship between customer expectation and staff perception requires attention. Basically, there are also a number of considerable issues which would form the basis for useful further research.