Customers' service quality perception in automotive repair

Purpose - This purpose of this paper is to investigate the diagnostic abilities and dimensional structure of the SERVQUAL scale within a non- western automotive repair services setting. Design/methodology/approach - Data collected from a randomly generated sample of 555 participants that produced a 50.63 percent response rate was factor analyzed and tested for internal scale consistency. A one sample t-test and a median ranking statistics of component extractions were also conducted. Findings - This study reveals that the SERVQUAL scale is a valid and reliable measure of service quality within the automotive repair services setting in a non-western context. Further outcomes from the assessment show that, even though the original five dimensional SERVQUAL structure was successfully replicated, there were definite differences in items assignment. Empathy also emerged as the most important dimension of service quality. Research limitations/implications - The outcomes of this study cannot be generalized. As such, the SERVQUAL scale should receive more rigorous research in non-western contexts in two directions. First, the scale should be tested across other services fields to further confirm its diagnostic abilities and dimensional structure. Second, more multi-sectoral as well as cross-cultural studies tested across larger data sets is equally required to enhance generalizability of findings across other non-western environments. Originality/value - This study demonstrated that the SERVQUAL scale is a valid and reliable measure of service quality within the automotive repair services setting in a non-western context with empathy emerging as the most significant dimension of service quality.