The Association between After-sales Service Quality and Malaysian Car Owner’s Satisfaction

Abstract

To set itself apart from its rivals, the automotive industry's after-sales service is recognised as a crucial success component. The aim of this study is to investigate the association between four service quality dimensions namely responsiveness, empathy, assurance and reliability and customer satisfaction, in this case, Malaysian's car owner's satisfaction. This research is done using quantitative method using online survey that being respond by 400 car owners that own Malaysian national brand cars. The structural model was evaluated using Partial Least Square (PLS-SEM). The analysis indicated that reliability does not affect customer satisfaction, which does not support hypotheses (Reliability→ Customer Satisfaction: β = 0.116, T =1.910, p > 0.05). The results also indicate that responsiveness, assurance, and empathy positively and significantly affect customer satisfaction. This study suggests to carrying out the future study on customer retention and brand value enhancement.