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  • 1.
    Aktermo, Johan
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Andersson, Jonatan
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Begagnatköparens besök i bilhall: − En studie om kundupplevd tjänstekvalitet2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: The customers visit at the car dealership – A thesis about customerperceived service quality

    Purpose: The purpose of the thesis is to examine customer perceived servicequality during the visit to the car dealership. The information canlater be used by car retailers to improve their service quality.

    Method: In order to satisfy our purpose, the authors decided to use bothqualitative and quantitative research methods. The empirical datawas collected by both questionnaires and semi‐structuredinterviews, which both took place at Bilia in Västerås. The abovemethods were both based on and analyzed using SERVQUAL, theGapanalysis and the model for total perceived quality.

    Conclusion: The customers pointed out that most of the different dimensions ofthe service delivery can be improved. While keeping that in mind,the study showed greater need for improvement in the SERVQUALdimensions named Responsiveness and Empathy and whatGrönroos calls Functional Quality. These areas can be described ashow the customers are met and taken care of during their visit atthe car dealership. In other words, the main areas that needimprovement are related to the human interaction between thecustomer and the company. According to the authors, if thecompany manages to increase the perceived quality in these areas,a competitive edge will be gained. This will lead to increased salesof used cars.

    Download full text (pdf)
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