| dc.description.abstract | In the current situation of strong competition in the automobile after-sale
service in Vietnam, the study was conducted to measure the service satisfaction level at
Honda authorized dealers, whereby the research findings could help the dealers to
improve their service quality. The research was developed on the three key theoretical
foundations; they were the five service factors adapted from the Parasuraman‘s
SERVQUAL model, the ―customer satisfaction‖ framework by Wilson (2008) and the
Importance-Performance analysis (IPA) method. The quantitative method was employed
and the questionnaire distribution was limited in Ho Chi Minh City. The sample size had
been estimated to be 150; afterwards, 151 qualified questionnaires were collected.
The data were analyzed through the use of descriptive statistics, factor
analysis, multiple regression and the IPA. As a result, the first five service factors were
narrowed down into the four groups that were subsequently labeled as personnel’s
serving skills and attitudes, first sight of tangibility, service reliability and other service
elements. Then, the regression analysis showed that the ―personnel’s skills and attitudes”
factor haD the most important influence on the overall customer satisfaction. Meanwhile,
there was not enough evidence to conclude that the ―first sight of tangibility” factor
significantly impacts the satisfaction. Later, the IPA helped pick out key specific
attributes that Honda dealers should stress.
In conclusion, all of the three tested dealers have faced similar obstacles
regarding the technician‘s skills, service speed, ability to give advice and records of car
service profiles which are perceived to be highly important to customers. Therefore, some
strategic suggestions were made, which might be useful to boost the satisfaction to a
higher level at the Honda dealers. | en_US |
