Service quality and customer satisfaction in authorized bmw services

V magistrski nalogi obravnavamo koncept kakovosti storitev in zadovoljstva uporabnikov na pooblaščenih BMW servisih. Opredelili smo splošne definicije storitev, kjer smo ugotovili, da gre za proces neotipljivih aktivnosti med prodajalcem in odjemalcem. Storitve lahko spremljajo s fizičnimi dokazi ali fizičnimi rezultati. Poglobili smo se v storitve in ugotovili, da imajo mnogo neotipljivih značilnosti. Zaradi svojih posebnosti so storitve bile plod številnih raziskav. Ugotovili so, da na zaznano kakovost storitev vpliva deset dimenzij, ki so v naslednjih raziskavah bile skrčene na pet osnovnih: oprijemljivost, zanesljivost, odzivnost, zaupanje in empatija. Pri proučevanju literature smo ugotovili, da sta najbolj zastopana modela lestvic v literaturi SERVQUAL in SERVPERF. Lestvici sta bili uporabljeni za razvoj lestvice, ki ocenjuje zaznano kakovost storitev poprodajnih aktivnosti avtomobilskega servisa – AutoSERVQUAL. Slednjo smo uporabili kot osnovo za našo raziskavo. Proučili smo tudi zadovoljstvo in ugotovili, da je zadovoljstvo kratkoročni občutek ugodja ali razočaranja pri primerjanju pričakovanj z rezultatom storitve. Na koncu teoretičnega dela smo na kratko opisali, kako poteka proces avtomobilskega servisa. V empiričnem delu smo analizirali pridobljene podatke. Skupaj smo pridobili 294 rešenih vprašalnikov. SPSS nam je pokazal, da je vprašalnik veljaven in zanesljiv. Spremenljivke kakovosti storitev smo preverjali s konfirmatorno faktorsko analizo. Ugotovili smo, da so spremenljivke močno povezane z enim faktorjem, kar pomeni, da je skupen konstrukt kakovost. S tem smo dobili potrditev, da je lestvica AutoSERVQUAL primerna za ocenjevanje kakovosti poprodajnih storitev v avtomobilski industriji. Hipoteze smo preverjali s t-testom, Pearsonovim korelacijskim koeficientom ter testom ANOVA. Ugotovili smo, da se vse dimenzije kakovosti storitev povezujejo z zadovoljstvom.In the master\u27s thesis we deal with the concept of service quality and user satisfaction at authorized BMW services. We defined general service definitions, where we found that this is a process of intangible activity between the seller and the consumer. Services can be accompanied by physical evidence or physical results.We got into services and found that they have many intangible features. Due to their specialty, the services were the fruit of many research. They found that the perceived quality of services is influenced by ten dimensions, which in the following research were reduced to five basic: Tangibles, reliability, responsiveness, assurance and empathy.In studying literature, we found that the most represented models in the literature are SERVQUAL and SERVPERF. These scales were used to develop a scale that assessed the perceived quality of after-sales services of the auto service - AutoSERVQUAL. We used this latter as the basis for our research. We also examined the satisfaction and found that satisfaction is a short-term sense of comfort or disappointment in comparing expectations with the result of the service. At the end of the theoretical part we briefly described the process of the car service In the empirical part we analyzed the obtained data.Together we obtained 294 solved questionnaires. SPSS has shown us that the questionnaire is valid and reliable. We verified the variables of service quality with a confirmatory factor analysis. We have found that the variables are strongly linked to one factor, which means that the common construct is quality. This confirms that the AutoSERVQUAL scale is appropriate for assessing the quality of after-sales services in the automotive industry. We tested hypotheses with t-test, Pearson\u27s correlation coefficient and the ANOVA test. We found out that all dimensions of quality of services are linked with satisfaction