Abstract:
The Ghanaian automobile service industry has in recent times seen a
lot of competition with the proliferation of various brands, grey vehicles,
genuine and non-genuine spare parts in the market. The establishment and
progress of any industry is completely dependent on the customer and its
satisfaction. The research work used Toyota Ghana Company Limited as a
case study to understand the relationship between service quality and customer
satisfaction. The purpose of the study is to look at service quality and
customer satisfaction at the Tema Branch of Toyota Ghana Company Limited.
This study adopted the SERVQUAL model with its five dimensions
(tangibles, reliability, responsiveness, assurance and empathy) to measure
customer’s satisfaction of service quality. A total of 120 customers were
chosen from customers who purchase and service vehicles from the Tema
branch of Toyota Ghana Company Limited. A self-completion questionnaire
with a total of 27 closed questions and 3 open ended questions was developed
to gather field data. The items were measured by using a five Point Likert-type
response scale. SPSS version 20 was used to carry out the analysis of the data.
The findings revealed that there exists a positive relationship between all the
five dimensions of service quality. The results again, showed that Toyota
Ghana, Tema branch customers have a positive perception of services
rendered to them from all the three service providers; sales, service and spare
parts leading to their high level of satisfaction. The study made
recommendations that will serve as a guide to all stakeholders in the field of
the automobile business such as improving on communication at the frontline
and offering more souvenirs such as pens and T-shirts to customers.
