A critical analysis of service quality perceptions of vehicle repair and maintenance retailers

The South African motor industry plays a pivotal role in the economy of South Africa and is a leading indicator in economic change. In general, satisfaction of customer service in the motor industry is steadily improving. However, as research has shown, there is still room for improvement within the industry. Knowing what customers expect is a critical step in delivering good quality service to ensure customer retention in the long-term (Zeithaml, Parasuraman & Berry 1990:62-63). Having a good understanding of the value of forming long-term relationships with customers and their evaluation of the quality of the service provided, cannot be underestimated, as failure to actually ask customers what they think of the service could be detrimental in the long-term. Vehicle manufacturers conduct ongoing research to monitor customer perceptions of the quality of the service provided by their vehicle retailers. The information generated from the research findings can be used by manufacturers to improve levels of service where this appears to be lacking, and deal promptly with any customer complaints. Against this background, how vehicle owners judge the quality of the service provided by a franchised vehicle retailer for a repair and maintenance service, will be crucial to understanding how customers form perceptions of service related firms specifically, and in general, even an entire industry. The primary objective of this study is to assess customer perceptions of service quality with a franchised vehicle retailer following a routine repair and maintenance service. The sample consisted of 3 859 respondents who had their vehicles serviced at a GM South Africa franchised vehicle retailer over a one month period. The empirical results of the study revealed that GM South Africa show general positive results in terms of customer service satisfaction, however, there are some areas where additional attention is required