Identification and Categorization of Quantifiable Characteristics of Service Quality for an Automobile Service Centre

Identification and Categorization of Quantifiable Characteristics of Service Quality for an Automobile Service Centre

Satyendra Sharma

Research Scholar, Bhagwant University, Ajmer/ Asst. Prof SVCE, Indore

Dr. Jayant Negi

Professor, MPTP, NMIMS University, Shirpur Campus

Abstract Service Quality has received increased attention as a means for service firms to attract and retain customers and gain a competitive edge in the marketplace. The measure of service quality performance plays an important role in every quality improvement effort. According to SERVQUAL service quality is a function of five parameters i.e. reliability, assurance, tangible, empathy, and responsiveness (RATER). Further, these parameters are the sub-function of lots of intangible characteristics. For improving service quality level of any organization identification of these characteristics will be the first step. In this work, more than 70 characteristics have been identified for an Automobile service centre. Many of these characteristics are similar in nature; making correction for any one may resolve problems of all the similar characteristics. Hence such characteristics can be grouped in specific categories. Each characteristic has major/minor impact on Servqual parameters. Few amongst them are critical having major impact on more than one parameter. Identifying such parameters is essential for strategizing. In this paper, attempt has been made to categorize quantifiable characteristics on the basis of their impact on RATER for an Automobile service centre.

KeywordsService Quality; SERVQUAL; RATER; Quantifiable Characteristics; Strategizing

1. INTRODUCTION

   The service sector is going through revolutionary change, and the future of economy depends on the growth rate of service sector. After-sales-service is an important department in a car dealer company as two thirds from car shops profits comes from after-sales-service. It includes all the services that take place after the car has been purchased such as scheduled maintenance service and other repairing, accidental repair including painting works, accessories fitment, rust prevention, spare part function, washing & cleaning, over and above all other possible after sales services. In this paper, only scheduled maintenance of vehicles in a popular brand automobile dealership has been considered.

   Design of Service Quality has become the most critical task for any company. In the present competitive scenario, for any organization such as Automobile dealership it is essential to provide quality service to retain their customers. The competition in after-sales-service of automobile vehicles has increased significantly. In order to hold the competitive

   advantage in the changing market, it is important to formulate precise service strategies to ensure profits in the future as well.

   Nowadays, quality has altered from a complementary to a singular corporate strategy (Rapert & Wren, 1998). Taking into consideration the claims of Robinson (1999) that quality is in the eye of the beholder, the proper management of its measures, people and processes is demanded. Numerous scholars (Ovretveit, 1993; Yang, 2003; Sinclair and Zairi, 1995; Silvestro et al., 1990) have emphasized the importance of Service Quality (SQ) measurement, as it judges not only the external perceptions but also the internal effectiveness of an organizations operations [1]. Applying measurable functions in their operations and practices, service industries are able to evaluate and improve the service quality.

2. LITERATURE REVIEW

   Service quality has been defined in many ways. One that is commonly used defines it as the extent to which a service meets customers needs or expectations [2]. Researchers have used various dimensions to define service quality. Christian Gronroos, (1984) gave a three-dimensional model of Service Quality, which includes three components namely technical quality, functional quality, and image. [3]. A. Parasuraman, A. Zeithaml and L. Berry (PZB) (1985) developed the most popular instrument for measuring service quality named SERVQUAL [4].

   Adele Berndt (2009) has used PZBs instrument to determine the Service quality in Vehicle Servicing in South Africa [5]. Rajnish, Satyendra et.al (2010) measured service quality of an Automobile Service Centre in an Indian city [6]. In the continuation they did further research (2011) to assess impact of service quality strategies executed on the basis of earlier suggestion in the same service organization [7]. Brito and Aguilar (2007) made a research in Brazil about the owners of used cars, and their choice between branded car dealers and independent garages when using maintenance services [8]. In todays business life, the service innovations and developing new services is a process where customer needs are linked to service providers resources. (Hämäläinen, Nyman, Björk & Lammi 2009), Arantola and Simonen (2009, 3) claimed if

   customers talks about their needs they have already identified those and they are able to identify those needs to the possible service provider. Since the customer knows what they want they are able to define the desired solution and make the service providers to compete against each others. Satyendra, Negi (2013) identified the most critical parameters for an Automobile service centre by prioritizing the voice of customer [9]. Ravi S. Behra, et.al, (2002) developed a neural network model of service quality based on Auto-dealership network in the Netherlands, here service quality was represented as a hierarchy of goals and means in the shape of a systematic diagram such as the reverse SERVQUAL model [10].

3. RESEARCH OBJECTIVE

   The objective of this research is to identify and categorize measureable SQ characteristics of an Automobile service centre. There are so many characteristics which are responsible for service quality level of a service centre. Applying measurable functions in their operations and practices, enterprises are able to assess and improve their service quality. Various frameworks have been introduced, in order to measure the SQ such as SERVQUAL and SERVPERF. However, as Robinson (1999) states, it is impossible to construct a global measurement approach of SQ, as each organization is unique and as a result, altered practices are employed [1]. So authors have tried to focus on three fold objectives.

   • Identify all relevant service quality characteristics which directly or indirectly affect service quality level of an Automobile dealers service centre.

   • Categorize similar service quality characteristics in various groups.

   • Categorize service quality characteristics according to their influence on five dimensions of SERVQUAL model.

4. SERVICE QUALITY

   Quality is an elusive concept. The definitions range from the vague (e.g. the totality of characteristics of an entity that bear on its ability to satisfy stated and implied need) to the Martini advert (doing the right thing, at the right time, in the right way, for the right person – and having the best possible results). [11]. Quality is a desirable characteristic that a product or service must have. So providing quality products and services is all about meeting customer requirements [12]. Service quality as perceived by customers can be defined as 'the extent of discrepancy between customers' expectations or desires and their perceptions' (Zeithaml, Parasuraman and Berry, 1990).

5. SERVQUAL

   SERVQUAL is a relatively generic, multi-dimensinal Likert scale initially developed by Parasuraman, Zeithmal, and Berry, (1985-88) to address the service quality concerns of businesses that were increasingly forced to compete in a service based economy. This instrument for measuring service quality is based on the differences between the perceptions and expectations of customers regarding the dimensions of service

   quality (Athanassopoulos et al., 2001). SERVQUAL measure customer perceptions of the services they received and the importance of the various dimensions of quality service a business may provide [13].

6. SERVICE QUALITY DIMENSIONS

   Researchers have used various dimensions to define service quality. Combining the research by PZB (1988) [14], it was agreed that service quality of business support services should be evaluated using five service quality determinants as defined below for an Automobile dealership:

   • Reliability (Promised delivery): Dealerships are known to contact the customer promising that the vehicle will be ready for delivery at a specific time. It is the most important dimension of service quality.

   • Assurance (Confidence and trust): At dealership, the main source of assurance is with the service adviser, their knowledge and manner of interaction with the customer inspires trust in the organization.

   • Tangibles (Physical cues): Tangible cues that form part of this dimension include the signage, parking and layout of the dealership itself.

   • Empathy (Importance): In the case of dealership, this can be seen in the interactions between the organization and the customer, and the nature of this interaction.

   • Empathy (Importance): In the case of dealership, this can be seen in the interactions between the organization and the customer, and the nature of this interaction.

   • Responsiveness (Willingness to serve): This refers to the changes that have been observed in service hours from just being weekdays to include weekend and night services, due to the changes in the needs of customers.

7. IDENTIFICATION OF SERVICE QUALITY CHARACTERISTICS FOR AN AUTOMOBILE SERVICE CENTRE

   In services, it is the consumer who defines the quality. SERVQUAL can assess service quality from the customers perspective. Customers are asked to evaluate five parameters (RATER) of SQ for the organization by using 22 statements of the Servqual. To make improvement in the service quality, organization needs to re-evaluate or redefine the RATER from its own perspective. It means that organization has to ask how these parameters can be controlled. What are the factors on which these parameters are depend? So it is necessary for the organization to identify such factors. This should be a central concern for service organization as the identification of the characteristics of service quality is necessary in order to be able to indicate, quantify, control and improve service quality.

   It is the first step in the improvement of SQ level of organization.

   Authors try to listing out of all relevant service quality (SQ) characteristics which directly or indirectly affect the attributes for an Automobile dealerships service centre. Few are having very minute influence on SQ level can be ignored, and or otherwise there analysis becomes too complicated without any relevant information obtained by including them. Table 1 illustrates more than 70 such characteristics of service quality. Any improvement in these SQ characteristics will result in changes in the performance of various parameters. This improvement in the performance parameters can be measured with the increase or decrease in the satisfaction level of the customer.

   TABLE I. LIST OF QUALITY CHARACTERISTICS

   Sr.No.	Technical Requirements
   1	Employees Routine Training
   2	Work completes on time
   3	Partial work done
   4	Final inspection of vehicle
   5	Correct Fault diagnosis
   6	Poor workmanship
   7	Correct Procedure
   8	Training of technicians
   9	Training of Service advisor
   10	Knowledge of SA/Tech
   11	Spare parts inventory
   12	New part OK/Not OK
   13	Spare parts immediately
   14	No. of employees
   15	Sufficient no of employees
   16	No of Skilled technicians
   17	No of Skilled Service advisor
   18	Tools /Equipments Condition
   19	Washing /Cleaning department staff
   20	Attitude of Service advisor/Technician
   21	Sincerity of SA/Tech
   22	Politeness of SA/Tech
   23	Behavior of SA/Tech
   24	Sensibility of SA/Tech
   25	Response of SA/Tech for additional work
   26	Communication skill of SA/Technician
   27	Effort to Understand the need of Customer
   28	Advice at the time of Vehicle delivery
   29	Friendly SA/Tech
   30	Try to LIVE problem of customer
   31	Quick repair for minor work
   32	Prior Booking
   33	Scheduled post service feedback
   34	Basic Infrastructure
   35	Suggestion/complaint box

   36	Change room for Tech
   37	Warranty room
   38	Engine room
   39	Lunch room
   Sr.No.	Technical Requirements
   40	Parking area
   41	Lift/ stares
   42	Pantry
   43	Available work space
   44	Assurance to customer
   45	Billing counter response
   46	Bill is clear and correct
   47	Keep record/previous history
   48	Facility
   49	Washing /Cleaning department staff
   50	Schemes
   51	Customer Waiting room
   52	Vehicle pick-up/Delivery
   53	Surprise gifts/ Discount
   54	Free service camps
   55	Incentive for employees
   56	Insurance outlet
   57	Sales enquiry outlet
   58	Accessories outlet
   59	Valuation of vehicle for resale
   60	Replacement car during repairing
   61	FOC for small/minute Problems
   62	Mobile service facility
   63	House Keeping
   64/p>	Environment of SC
   65	Awareness charts/Signage boards
   66	Safe repairing of vehicle
   67	Environment of Customer waiting room
   68	Honesty
   69	Offer test drive before delivering car
   70	Approach of SA/Tech
   71	Additional Infrastructure
   72	Charges

8. CATEGORIZATION OF SERVICE QUALITY CHARACTERISTICS

   From the above mentioned SQ characteristics many of them have some sort of similarity. Modification for any one may resolve problems of all the similar characteristics. Hence such characteristics can be grouped in various categories. The broad classification of the various SQ characteristics is shown below in Table 2. In this table authors summarize more than 70 characteristics into 16 categories. Few of them cover more numbers of factors e.g. serial number 6 represents 14 factors, serial number 12 represents 11 factors, serial number 13

   represents 10 factors, and serial number 15 represents 7 factors. Also the selected 16 categorized characteristics are separately listed in Table 3.

   TABLE II. CATEGORIZATION OF SQ CHARACTERISTICS

   Sr. No.	Factors	Sub-Factor
   1	Prior Booking
   2	House Keeping	House Keeping
   		Environment of SC
   		Environment of Customer Waiting Room
   3	Scheduled post service feedback
   4	Billing /Job card	All complaints are correctly noted in Job card
   		Billing counter response
   		Bill is clear and correct
   		Keep record/previous history
   5	Additional Infrastructure
   6	Overall Staff Attitude	Attitude of SA/Tech
   		Approach of SA/Tech
   		Offer test drive before vehicle delivery
   		Sincerity of SA/Tech
   		Politeness of SA/Tech
   		Behavior of SA/Tech
   		Sensibility of SA/Tech
   		Response of SA/Tech for additional work
   		Communication skill of SA/Technician
   		Effort to Understand the need of Customer
   		Advice at the time of Vehicle delivery
   		Friendly SA/Tech
   		try to LIVE problem of customer
   		Honesty
   7	Schemes	Schemes
   		Surprise gifts/ Discount
   		Free service camps
   		Incentive for employees
   		FOC for small/minute Problems
   8	Assurance to customer
   9	Washing /Cleaning proper
   10	Awareness charts/Signage boards
   11	No. of employees	No. of employees
   		Sufficient no of employees
   		No of Skilled technicians
   		No of Skilled Service advisor
   12	Basic Infra Structure	Basic Infrastructure
   		Suggestion/complaint box
   		Change room for Tech
   		Warranty room
   		Engine room
   		Lunch room
   		Parking area

   		Lift/ stares
   		Pantry
   		Customer Waiting room
   		Available work space
   Sr. No.	Factors	Sub-Factor
   13	Employees Routine Training	Employees Routine Training
   		Work completes on time
   		partial work done
   		Final inspection of vehicle
   		correct Fault diagnosis
   		Poor workmanship
   		Correct Procedure
   		Training of technicians
   		Training of Service advisor
   		Knowledge of SA/Tech
   14	Spare parts	Spare parts inventory
   		Spare parts immediately
   		New part OK/Not OK
   15	Facility	Vehicle pick-up/Delivery
   		Mobile service facility
   		Replacement car during repairing
   		Insurance outlet
   		Sales enquiry outlet
   		Accessories outlet
   		Valuation of vehicle for resale
   16	Tools /Equipments Condition

9. CATEGORIZATION OF SQ CHARACTERISTICS AS PER THEIR INFLUENCE ON RATER

   Each of the categorized characteristic has its impact on Servqual parameters. Some of them have major impact while others have minor impact. Further categorizations of characteristics can be done according to their influence on dimensions of SERVQUAL model. The Reliability of an automobile service centre is concerned with promised delivery of vehicle. The main characteristics those affect promised delivery are overall staff attitude, spare parts department, condition of tools & equipments, number of employees, washing & cleaning department and basic infra structure. In addition prior booking of vehicles and activities during job card making/billing may also affect promised delivery to some extent.

   Similarly characteristics those affect other four Servqual dimensions as par their definition for automobile service centre are determined. A number of the characteristics have their impact on more than one parameter, e.g. employees routine training, overall attitude of staff, number of

   employees, washing & cleaning department, condition of tools/equipments etc. Table 4 shows the illustration of

   categorization of characteristics according to their influence on Servqual parameter.

   TABLE III. SELECTED SERVICE QUALITY CHARACTERISTICS

   SR. NO.	TR. NO.	SR. NO.	Quality characteristics
   1	Prior booking	9	Washing/cleaning proper
   2	House keeping	10	Awareness charts
   3	Scheduled Post service feedback	11	No. of employees
   4	Billing/job card	12	Basic infrastructure
   5	Additional Infrastructure	13	Employees routine training
   6	Overall staff attitude	14	Spare parts
   7	Schemes	15	Facility
   8	Assurance to customer	16	Equipments/tools condition

   TABLE IV. CATEGORIZATION OF SQ CHARACTERISTICS AS PER THE INFLUENCE ON RATER

   Characteristics affecting
   Reliability (Promised Delivery)	Empathy (Importance)	Responsiveness (Willingness to serve)	Tangible (Physical Cues)	Assurance (Confidence & Trust)
   Overall staff Attitude	Prior Booking	Overall staff Attitude	Awareness charts/ Signage boards	Overall staff Attitude
   Spare parts	Scheduled post service feedback	Billing counter Response	House Keeping	Assurance to customer
   Tools /Equipments Condition	Schemes	Tools /Equipments Condition	Basic Infrastructure	Employees Routine Training
   No. of employees	Facility	No. of employees	Tools/ Equipments Condition	No. of employees
   Employees Routine Training	Assurance to customer	Employees Routine Training		Prior Booking
   Washing /Cleaning department	Washing /Cleaning department	Washing /Cleaning department		House Keeping
   Basic Infrastructure	Employees Routine Training	Mobile service Facility		Basic Infrastructure
   Prior booking	Safe repairing of vehicle	Spare parts immediately		Spare parts inventory
   Job card /Billing		Quick repair for Minor repairs
   Scheduled post service feedback

10. CONCLUSION

The main purpose of this research was to identify and categorize the quantifiable SQ characteristics for an Automobile service centre. Quality characteristics have been categorized into 16 different groups. Further these SQ characteristics have been categorized according to their influence on five dimensions of SERVQUAL model. By knowing the impact of individual characteristics, organization should be able to select the appropriate characteristics through which improvement can be made in grey areas. A suitable qualitative/quantitative model can be chosen to process the

relevant data pertinent to critical characteristics. Outcome of such analysis can be used to formulate the strategies to improve the service quality level by bridging the gap between customers expectations and perception.

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