Modeling after sales customer satisfaction using multinomial logistic regression insights from a South African car company

Automobile industry is an integral component of the South African economy. The industry contributes 6 to 7% to the country´s economy and is occupied by major international automobile companies. In this highly competitive industry, insights into overall after sales customer satisfaction is of great value to the companies to better serve customers and retain their competitive advantage. Following established researches in the field of customer satisfaction, this paper views overall after sales customer satisfaction as a function of the various dimensions of service quality. Subsequently Multinomial Logistic Regression is used to study the effect of these dimensions of service quality on the overall after sales customer satisfaction. The results show that customers value more the technical and behavioral competencies of the service staff, rather than the physical infrastructure and physical appearance of the service staffs.