The perception of service quality of Pasdec Automotive Technologies
Abstract
The scope of this research study focuses on measuring service quality
amongst customers of Pasdec Automotive Technologies.
The research objectives were:
Identify the relevant service quality dimensions
Investigate perceptions towards the overall level of service quality as well
as across the dimensions
identify key service performance areas as well as areas that need to
improve.
Although the study followed a qualitative approach, elements of triangulation
was employed in order to enhance the reliability of the research. This
involved gathering quantitative measures from respondents to substantiate
qualitative data. Data was gathered by means of in-depth interviews.
The results showed that of the original 31 service quality items discussed, it
can be reduced to 10 primary dimensions. The in-depth interviews also
focussed on a discussion of Pasdec's key service performance areas.
Based on the results and findings of the study a number of recommendations
are made. This includes that service quality should be monitored and
measured on a yearly, or even bi-annual, basis. The close interaction of in-depth
discussions with customers adds significant value in building and
nurturing customer relations.
It is lastly recommended that management develop short and medium term
action plans to develop and improve the design capabilities of the firm. The
firm should move towards a position where it can become a global player and
reap the cost benefits of economies of scale.