STRATEGIC MEASUREMENT OF SERVICE QUALITY MANAGEMENT OF SELECT TWO WHEELER DEALERS IN TIRUCHIRAPALLI DISTRICT

Abstract

This study is to identify the strategic measurement of service quality management of select two wheeler dealers in Tiruchirapalli district. Service quality becomes the crucial issue for Two Wheeler industry and the theory of service quality has evolved over long period of time through testing and trials in service sector. The demanding customers and increased sense of customer satisfaction led to the use of the new service parameters making dealers to implement quality management as an effective aid. During the last few decades there is phenomenal change experienced in the two-wheeler and the reason being is Service Quality. Knowing that both service quality and value is difficult to measure, two wheeler industry heavily rely on customer quality perception and expectations. It could be achieved by asking customer questions related to expectations and their perceptions of the service quality through carefully designed surveys. Various studies have been carried out to consolidate the dimensions of service quality and servqual has been accepted as well constructed instrument to measure service quality. The empirical research in development of service quality theory suggests that improved service quality plays important role in overall customer satisfaction. Study would focus on various studies on Service Quality conducted by earlier researchers in an array of industries. Thus, present study is unique in the sense that it is new to two-wheeler. The paper explores the development of service quality theory and alternate scales of measuring service quality, its role in customer satisfaction and importance of servqual instrument.