The perception of service quality of Pasdec Automotive Technologies
Fourie, Gillome Stephanus
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The scope of this research study focuses on measuring service quality amongst customers of Pasdec Automotive Technologies. The research objectives were: Identify the relevant service quality dimensions Investigate perceptions towards the overall level of service quality as well as across the dimensions identify key service performance areas as well as areas that need to improve. Although the study followed a qualitative approach, elements of triangulation was employed in order to enhance the reliability of the research. This involved gathering quantitative measures from respondents to substantiate qualitative data. Data was gathered by means of in-depth interviews. The results showed that of the original 31 service quality items discussed, it can be reduced to 10 primary dimensions. The in-depth interviews also focussed on a discussion of Pasdec's key service performance areas. Based on the results and findings of the study a number of recommendations are made. This includes that service quality should be monitored and measured on a yearly, or even bi-annual, basis. The close interaction of in-depth discussions with customers adds significant value in building and nurturing customer relations. It is lastly recommended that management develop short and medium term action plans to develop and improve the design capabilities of the firm. The firm should move towards a position where it can become a global player and reap the cost benefits of economies of scale.