ASSESSING CUSTOMER SATISFACTION OF AUTOMOTIVE SERVICE CENTER USING SERVQUAL

• Main Author: Salsabila, Rafiqah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78801
• Institution: Institut Teknologi Bandung

Automotive industry is connected with many aspects of the car ownership in which aftersale service being inseparable with the product. Since automotive products are used in long term, maintenance and repair becomes necessary to keep the product’s performance up to its maximum potential. This research was done to determine the dimension of SERVQUAL that affects customer satisfaction on Daihatsu Service Center, and measure the gap between customer perceived service quality and expectation. The study used the 22-items of service quality measurement by Parasuraman (1988: 38-40), SERVQUAL. The items are adapted by combining the result of previous research in the automotive industry and the service design of the study object. It consists of 22-item questionnaire that portrays five dimensions, which are responsiveness, assurance, tangibles, empathy, and reliability. 100 customers were sampled from the auto repair location. Data was analyzed using validity/reliability test, factor analysis, and gap value analysis. The results indicate that there are 7 distinct factors found in auto repair service quality which are relabeled by Service Design, Customer Relationship, Trust, Attentiveness, Sincerity, Customer Priority, and Convenience. Service Design is the most important dimension according to factor explaining power. Convenience, Trust, and Service Design was found as dimensions that still needs improvement because of low gap value.