SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE AUTOMOBILE INDUSTRY IN GHANA: EVIDENCE OF TOYOTA GHANA COMPANY LIMITED, TEMA BRANCH

Abstract

This study adopted the SERVQUAL service quality model with its five dimensions (tangibles, reliability, responsiveness, assurance and empathy) to measure customer's satisfaction perception of service quality. A total of 120 sample size of customers was chosen from customers who purchase and service vehicles from the Tema branch of Toyota Ghana Company Limited. A self-completion questionnaire with a total of 27 closed questions and 3 open ended questions was developed to gather field data. The items were measured by using a five Point Likert-type response scale. SPSS version 20 was used to carry out the analysis of the data. The findings revealed that there exists a positive relationship between all the five dimensions of service quality. The results again, showed that Toyota Ghana, Tema branch customers have a positive perception of services rendered to them from all the three service providers; sales, service and spare parts leading to their high level of satisfaction. The study made recommendations that will serve as a guide to all stakeholders in the field of the automobile business.