The motor industry plays a critical role in the economy of South Africa, with respect to both GDP and
employment. Service quality is a fundamental aspect of service provision, and this is especially the
case with motor vehicles, where substantial profits are generated in the servicing of vehicles. The study
was conducted using a convenience sample of 761 respondents who were owners of various brands of
motor vehicles. The questionnaire was a self-completion questionnaire which consisted of three
sections. Factor analysis of the research indicated that five service quality factors could be identified.
Apart from the tangible factor, the factors identified differ from the dimensions of service quality
proposed by Parasuraman et al. (1988). The dimensions identified also were differed from other studies
conducted into service quality dimensions in this context, highlighting the variable nature of service
quality in this context. The implications of this study are that the customer perceives the way in which
the service is delivered as critical in evaluating service quality.