Abstract
While there is a substantial volume of existing literature
relating to service quality in general, in the context of motor dealerships,
research in the area of service quality is quite limited. Regardless of brand or dealership type, the
quality of vehicle service experience is paramount for both customer retention
and dealership profits. Despite this
however, service quality within Irish motor dealerships in particular remains
an under-explored area. This paper
explores the importance of services and service quality within motor
dealerships in Ireland. The paper
provides an analysis of service quality from the perspective of senior managers
working in franchised motor dealerships under the Volkswagen group of brands in
Ireland. The significance of service
department operations for dealership performance is explored in the study, along
with the important contributory factors influencing service quality. Overall the results of the study indicate
that service operations and service quality are vital for both dealership
profitability and customer retention.
The findings also highlight that many factors contribute to variations
in service quality and attitudes towards service provision within
dealerships. The paper emphasizes the
fundamental aspects recognized by senior management within franchised motor
dealerships as influencing customer perceptions of service quality and
consequently should be the focus of service improvements.
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