AN ASSESSMENT OF SERVICE QUALITY IN THE AUTOMOBILE SERVICE INDUSTRY: A STUDY OF A DEVELOPING COUNTRY

Abstract

This paper outlines the findings of a research done to see whether the SERVQUAL model, which was developed for a Western industrialized nation, could be applied to the automobile service industry in Sri Lanka, a developing nation in South Asia. Only a few studies on the auto service business are found in literature, despite the fact that many studies have been carried out using the SERVQUAL model. Additionally, many scholars have emphasized the need for the development of industry/culture-specific tools to measure service quality. Both of these needs are met by the current research. According to the investigation, the chosen industry's dimensions of service quality are reliability of work, responsiveness, assurance and tangibles. Except empathy, these dimensions are comparable to the original SERVQUAL model dimensions. The managers of auto service centers in nations that are socially and economically similar to Sri Lanka might utilize the modified questionnaire created in the current study to assess the level of customer service provided by those facilities. Additionally, it was discovered that, with the exception of tangibles, customers were dissatisfied with all dimensions of service quality. Managers of service centers must therefore focus more on enhancing the human components of the service.