Business & Management Studies

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.