African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 154

Full Length Research Paper

Investigating service quality dimensions in South African motor vehicle servicing

A. Berndt
Department of Marketing Management, University of Johannesburg, P O Box 524 Auckland Park
Email: [email protected]

  •  Accepted: 23 March 2009
  •  Published: 30 April 2009




The motor industry plays a critical role in the economy of South Africa, with respect to both GDP and employment. Service quality is a fundamental aspect of service provision, and this is especially the case with motor vehicles, where substantial profits are generated in the servicing of vehicles. The study was conducted using a convenience sample of 761 respondents who were owners of various brands of motor vehicles. The questionnaire was a self-completion questionnaire which consisted of three sections. Factor analysis of the research indicated that five service quality factors could be identified. Apart from the tangible factor, the factors identified differ from the dimensions of service quality proposed by Parasuraman et al. (1988). The dimensions identified also were differed from other studies conducted into service quality dimensions in this context, highlighting the variable nature of service quality in this context. The implications of this study are that the customer perceives the way in which the service is delivered as critical in evaluating service quality.


Key words: Motor industry, service quality, servicing, service quality dimensions, servqual.