Service quality and customer satisfaction in car care: A study of providers in Ilocos Norte

Abstract

Abstract

This study assessed the level of customer satisfaction on the services offerings of car care service providers in Ilocos Norte, Philippines. Specifically, it determined the services commonly availed by customers, assessed their expectations and perceptions of the services and the gaps between expectations and perceptions, the challenges encountered, and overall satisfaction. It also analyzed the relationships between expectations, perceptions, and challenges with customer satisfaction.

 The study was anchored on several service quality and consumer behavior theories, and models namely: Expectancy–Disconfirmation Theory (EDT), Service Recovery and Justice Theory, Customer Experience (CX) and Service Process Lens  Theory, Customer Satisfaction Theory, Customer Relationship Management Theory, the GAP Model of Service Quality, and the Kano Model of Customer Satisfaction.

A descriptive–correlational research design was employed using a survey questionnaire administered to 300 customers who  availed services of  2 (two)  five-star car care service providers in Ilocos Norte. Convenience sampling was utilized in selecting the respondents. Data were analyzed using frequency, percentages, ranking, weighted mean, Spearman’s rank correlation coefficient (ρ) , and Paired sample t-test with the aid of the Statistical Package for Social Sciences (SPSS) version 20.

Findings showed that change oil service was the most availed service, while pulldown transmission service was the least availed. Customers exhibited high expectations and high perceptions of the service offerings. Statistical analysis further revealed that no significant gaps existed between customer expectations and perceptions across the services. The challenges encountered by customers were generally rated as slightly serious, with wheel alignment services having the most concerns. Overall, customers were very satisfied with the service offerings of car care providers. Further, correlation analysis showed that most services did not demonstrate a significant relationship between expectations, perceptions, challenges, with customer satisfaction, except for selected services such as change oil service, wheel alignment, diagnostic scanning, and electrical services.

The study concludes that five-star car care service providers in Ilocos Norte generally meet customer expectations and maintain high levels of customer satisfaction, although minor operational challenges remain.