conducted in this specific area. From the study, five
dimensions of service quality were identified in motor
servicing. The dimensions identified in the factor analysis
do not fit into the original dimensions (apart from the tangible
aspects associated with motor vehicle servicing).
While these are different from those identified by Parasuraman
et al. (1988), it is possible to compare the dimensions
identified in this sector to those identified in earlier
studies. This study indicates the importance of the service
delivery process within the service situation and the
effect this has on the perceptions of service quality. Customer
focus is a dominant dimension, and hence the
organisation needs to ensure that they pay close attention
to the aspects such as focus on the customer’s
needs and dealing with the issues raised by the custommer.
Service managers need to investigate ways in which
these processes can be changed to be more customercentric
in order to satisfy customer needs. These actions
link specifically to aspects relating to empathy and assurance
(in the original dimensions) that are exhibited by
employees towards the customers.
Limitations of this study
The findings of the study cannot be generalised across all
motor manufacturers as some have wider representation
than others. The sample is also an educated one, which
does not reflect the market as a whole.
The factor analysis indicates that while five factors
have been identified, these factors are not clean factors,
and that further research needs to be conducted into
these factors and their use within the motor industry in
South Africa. The factors identified in this study through
factor analysis differ from the previous study, and hence
further research is needed into this area.
Service quality in the motor industry in the light of
previous studies
A further objective of the study was to be able to compare
the findings of various studies to determine whether common
dimensions of service quality can be identified. The
results of studies done in vehicle servicing with regard to
service quality are summarised in Table 5. The Cronbach’s
alphas associated with each of these factors in all
of the previous studies are regarded as acceptable (as
discussed earlier). This indicates the validity of these
factors in the studies conducted.
From the various factors identified in Table 5, the following
commonalities can be identified:
i)The consistency of tangibles across all the studies
undertaken.
ii) The identification of delivery quality and communication
quality in both studies undertaken in South Africa.
A major difference in the studies undertaken includes the
difference in the number of factors identified in the studies,
with three, four and five being identified. The identification
of these varying factors indicates that while there
is a high degree of agreement of factors, there is no
unanimity thus far in the research into this field. This
indicates that further research needs to be conducted to
clarify these dimensions.
Conclusion
The purpose of this research was to determine service
quality in vehicle servicing in South Africa, specifically
due to the increasing sales figures that have been recorded.
The research has indicated that while the statements
associated with a traditional servqual can be used
to evaluate service quality, the dimensions (as reflected
in the factors identified) are not clear. For this reason,
alternative dimensions have been proposed in the South
African context, and these can be used to improve the
customer experience.