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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| Quality, as a word, referred to a number of attributes of services and was often used interchangeably with customer satisfaction in order to achieve success in the automobile industry and especially, for organizations whose core business was providing services to the customers. This research aimed to identify the key determinants of customer satisfaction with service quality for Honda Manufacture Malaysia (HMM). HMM had a good market share and was known by producing great cars, yet problems associated with customer satisfaction with HMM’s performance of service delivery were the cause of concern. Therefore, HMM was able to sustain its competitiveness and encourage customer loyalty through the analysis of the service factor related to perceived quality perception. The main research aims were: The study was conducted (1) to measure the twelve dimensions of service quality and to select the ones that had affected customer satisfaction at HMM; (2) to identify the factors within HMM’s service delivery process that had impacted customer satisfaction; (3) to offer business recommendations that would lead to increased customer satisfaction and higher customer loyalty rates at HMM. This study employed the quantitative research method and an online self-developed survey to obtain data from eighty respondents. The collected data was used to conduct hypothesis testing using ‘The Statistical Package for the Social Sciences (SPSS)’. The validated subcategories that were examined included credibility, dependability, accessibility, and communication. Hence, the study presumed that the significance of each of these dimensions on HMMs customer satisfaction is high. The results from the study also contributed toward understanding the main determining factors of loyalty among clients to HMM, and were used as bases for necessary changes within the company. The identification of the important drivers of customers’ satisfaction at HMM helped better position the company to address customers’ needs and thus improved service delivery, customer satisfaction and customer loyalty. Consequently, this study enriched the body of knowledge in the area of service quality and customer satisfaction of the automotive industry and generated actionable implications to industry practitioners. |
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