After sales service : Factors influencing customers' satisfaction

This study is conducted to extend the previous research on the service quality by examining the relationship between service quality and customer satisfaction. This study focused on the measurement of customer satisfaction through service quality dimensions using SERVQUAL (tangible, reliability, responsiveness, assurance and empathy) and the extended dimension which is relational benefits and perceived value from the one of national automobile company in the context of after sales service at Ipoh service centre. A quantitative research was conducted to study the relationship and influence factor between service quality dimensions and customer satisfaction. A total number of 169 customers were randomly selected as respondents for the study. Statistical Package software for Social Science (SPSS) Version 20.0 was used to analyze the collected data. Tangibles, reliability and perceived value have positive relationship and have significant impact on customer satisfaction. In the meantime, responsiveness, assurance, empathy and relational benefits have positive relationship but have no significant impact on customer satisfaction. In addition, it was found that only difference in the age groups but not gender, race and monthly income on consumer satisfaction in this study. A recommendation for future research is to identify and investigate other important factors that may increase the quality of after sales service.