Measuring and improving service quality in Automobile dealership center: SERVQUAL

SERVQUAL which is a service quality measurement scale is now been extensively used in research in order to measure the quality of various services being provided to the customers. The objective of the paper is to measure and improve the service quality in the Automobile Dealership Centres using the SERVQUAL tool and verify the significance using SPSS (Statistical Package for Social Science). The identified factors under the SERVQUAL exhibit managerial implications. The paper involves the assessment of customers perception and expectation of service quality for the Automobile dealership industry and the study of SPSS software for verifying the significance of the result and thus finding the quality shortfall areas and suggesting corrective measures in order to win competitive advantage