Study of service quality, perceived value and satisfaction on customer loyalty in Iran automobile industry

This study intends to explore the impact of service quality, satisfaction and perceived value in automotive after-salesservice and how it influences the level of customer loyalty towards Iranian heavy vehicle industry. Each serviceindustry carries different characteristics of consumer behavior and thus, an industry-specific measure of servicequality to capture the uniqueness of different service setting is required. In relation to that, this study has evaluatedservice quality in automotive after-sales service as a second-order construct which allows for identification of therelative importance of each dimension in influencing the level of customer loyalty.A quantitative approach was employed, using 32-item, five-point Likert-scaled questionnaire administered to 368participants.Data were analyzed using exploratory factor analysis, Cronbach’s internal consistency and γ test to,respectively, measure scale suitability, usability and strength/direction of association. The data then was analyzedwith lisrel and spss.as the result all of the hypothesis were approved.

Keywords:

quality service , satisfaction , perceived value , loyalty