Service quality towards customer loyalty in Malaysian maintenance and repair of motor vehicles industry

Mohamad Hanim, Muhammad Azfar (2023) Service quality towards customer loyalty in Malaysian maintenance and repair of motor vehicles industry. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

In recent years, research on service quality has grown in importance. A general approach called SERVQUAL was introduced and put to the test by Parasuraman, Zeithaml, and Berry to gauge the perceived value of a service. The study's goal is to determine how customer loyalty is impacted by service quality in Malaysian Maintenance and Repair of Motor Vehicle Industry. For this reason, the connection between SERVQUAL metrics and customer satisfaction is examined. In our study, customer satisfaction and loyalty were assessed using three criteria: future buying intent, perceived service perceptions, and perceptions of sheer quality of the Malaysian Maintenance and Repair of Motor Vehicle Industry. Service quality was measured by the difference between perceived service and expected service and rated on a five-point Likert scale. SERVQUAL measures consist of 5 criteria: tangibility, reliability, responsiveness, assurance, and empathy. It really does not presuppose the existence of a linear relationship between the independent and dependent variables.

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