Analysis of SERVQUAL dimensions in local automobile industry and proposal for improvement in service quality at KIA Lucky Motors
Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Mr. Faisal Jalal
Committee Member 1
Mr. Faisal Jalal, Visiting Faculty, Department of Marketing, Institute of Business Administration (IBA) Karachi
MBA Research Project
Automobile industry, SERVQUAL model, Customer satisfaction, Reliability, Responsiveness, Tangibles, Assurance & Empathy
Abstract / Summary
This purpose of this research is to understand the current level of customer service provided by the automotive industry of Pakistan, including Toyota, Honda and Suzuki and to propose the guideline to KIA motors in order to outperform these companies in terms of enhanced customer service.
For this a complete research was performed which include primary and secondary research. We did a thorough literature review to understand the concept of servqual model and its dimension.
Literature review was being done to study the already performed working for service quality in automobile industry, after that in-depth interview were conducted from the industry experts to identify the factors impacting the customer loyalty and satisfaction level.
Questionnaire was prepared keeping in view the factors derived by in-depth interviews and literature review. The result was checked through SPSS for analysis, which shows the relationship of servqual dimension with customer satisfaction leading to customer loyalty.
All the hypotheses of the research were supported and the serqual factors including Reliability, Responsiveness, Tangibles, Assurance & Empathy were positively impacting customer satisfaction leading to customer loyalty.
Link to Catalog Record
Naeem, H., Irfan, M. U., & Raza, S. M. (2020). Analysis of SERVQUAL dimensions in local automobile industry and proposal for improvement in service quality at KIA Lucky Motors (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/7
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