An investigation into the link between service quality and customer satisfaction in the motor service industry in Zimbabwe

Abstract

The research is an investigation to establish whether a link exists between service quality and customer satisfaction in automobile repair industry in Zimbabwe. Numerous researches have been done in other service industries but very little in the automobile repair industry. The primary objective was to establish the link between service quality and customer satisfaction and determine which service quality dimensions are important to the customer in this industry in Harare. Convenience sampling was used to distribute 105 questionnaires to a few automobile repair centres in urban Harare. The questionnaire consisted of a Likert scale from 1 to 5 on various statements under the various dimensions of service quality and satisfaction. The research findings indicated that gender is not related to satisfaction. Results also indicated that a link does exist between service quality and satisfaction and reliability and responsiveness are considered highly by the customers in the study. The gap score analysis revealed that customers are dissatisfied with the assurance, empathy and tangibility dimensions. Results also showed a relatively weak to moderate correlation to satisfaction implying there are other factors that could lead to customer satisfaction besides the five dimensions of service quality. In conclusion, a link was established with satisfaction and reliability and responsiveness were discovered to be of considerable importance to the customers in urban Harare. The researcher recommended that service managers should ensure that service quality is high in order to ensure that their customers are satisfied. It was recommended that service managers keep communicating with their customers during and after the service process. This can also enable them to inform management on strategies to improve service quality and thus ensure a satisfied customer.