FINAL REPORT OF SERVQUAL ON MARUTI SUZUKI

AND HYUNDAI SERVICE CENTRE

Submitted by: - Ankit Kumar Singh

Arun Vijayan
Gowtham
Harshith
Rohit Sharma
Sekhar Choudhury
Tarun Pandey
THE ANALYSIS OF THE QUESTIONNAIRE FOR SERVICE CENTRE OF MARUTI
AND HYUNDAI

ABSTRACT
The given review is an insight into the service offered by two different automobile industries
i.e. Maruti Suzuki Pvt Ltd. and Hyundai. This review will also apprise us about the service
they provide to their respective customer and how the customer perceive their service against
the expectation they have. The customer plays a role of backbone for success of any Industry.
The establishment and progress of any industry is completely depends on customer and its
satisfaction. The increment and decrement in the number of customer is totally depends on
customer satisfaction. As we all know that a lot of competitors in the market who
manufacture the same product but of varying cost. The Survey conducted by the team
apprised us of the difference in between the Expected and perceived notion of customer about
the car centre of a Maruti and Hyundai company. The total number of respondent we covered
is 106 and the analysis is based on the survey filled by them.
INTRODUCTION
The survey helped us find out the area of improvement in the area of the car service centre.
The response given by the 106 respondent helped us find out gap between the expectation
and perception of car service centre. Each and every service industry tries to provide best
service and they use the best methods and equipment for service. It may differ from brand to
brand. Similarly the way things are carried out by the particular brands may also differ. Most
of the person tries to maintain the automobile they use with the help of proper servicing.
They mainly rely on the trusted authorized service centre for the task of servicing but we see
that there are some differences in between expected service and perceived service quality of
the service centre and this thing is directly affects the customer satisfaction.
A fundamental trend in manufacturing is movement from a pure manufacturing paradigm
to a business model in which a central role is assigned to service component of products
based on value they provide to customer (Cohen et al 2006).
GENERAL STEPS FOLLOWED BY SERVICE CENTER
1-Enter
2-Car enters at the gate of service centre
3-Car is parked in the queue after security check
4-Customer care executive check the whole car note the complaints about the car provided
by the owner.
5-According to the queue the service centre provide the
service of the car.
6-After servicing the car is parked in the delivery area.
7-After delivery, the customer check the car according to
the complaints provided.
8-Exit

Journal-Transnational Knowledge Society Group of Institutions, INDORE, M.P

Article- Measurement of Service Quality of an Automobile Service Centre

 Parasuraman, Zeithaml, and Berry (1988) initially identifies ten dimensions

regarding service quality in their SERVQUAL model, however these were reduced to
five dimensions namely: Reliability, Assurance, Tangibles, Empathy and
Responsiveness.
Berndt (2009) explains these five dimensions with respect to automobile service
centre as follows
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.
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.

SERVQUAL ANALYSIS
The different parameters we have covered are as following:

Age
Gender
Educational background
Occupation, the car company of an owner i.e. the Maruti or Hyundai
The time from which owner is owning a car
The income level of an individual
Question related to Exception and perception which will be explained further in detail

2. Age
Answer
1 18-25
2 26-45
3 45+
Total

Bar
0.86792
5
0.08490
6
0.04717

Respons
e

92

87%

9
5
106

8%
5%
100%

2-AGE

3. Gender
Answer
1 Male
2 Female
3 Trans-gender
Total

Bar
Response %
0.688679
73
69%
0.311321
33
31%
0
0
0%
106
100%

3. Gender

4. Education
Answer
1 Less than high school
2 High school graduate
3 3 year degree
4 2 year degree
5 4 year degree
6 Professional degree
7 Doctorate
Total

Bar
0.01886
8
0.01886
8
0.16037
7
0.12264
2
0.29245
3
0.37735
8
0.00943
4

Respons
e

2%

2%

17

16%

13

12%

31

29%

40

38%

1
106

1%
100%

4. Education

5.
occupation 
Answer
1
Employed full time
2

4
5

Employed part time

Unemployed looking for
work
Unemployed not looking for
work
Retired

Student

Disabled
Total

Bar
0.5
0.06603
8
0.03773
6
0.01886
8
0
0.36792
5
0.00943
4

Respons
e
53

%
50%

7%

4%

2
0

2%
0%

39

37%

1
106

1%
100%

5. occupation

7. Do you own a
car?
Answer
1

yes

No
Total

Bar
0.91509
4
0.08490
6

7-Do you own a car

120
100
80
60
40
20
0

Bar

Response
1 yes

2 No

2 Total

Respons
e

97

92%

9
106

8%
100%

9. Which car do you own?

Respons
Bar
e
%
0.49
49
49%
0.51
51
51%
100
100%

Answer
1 Maruti Suzuki
2 Hyundai
Total

Which car do you own

120
100
80
60
40
20
0

Bar

Response
1 Maruti Suzuki

2 Hyundai

%
2 Total

8. From how long do you own car?

Answer
1 6 months

Respons
Bar
e
%
0.22549
23
23%

2 1-5 years
3 more than 5 years

0.43137
3
0.34313
7

Total

44

43%

35

34%

102

100%

Respons
e
40

%
40%

45

45%

16
101

16%
100%

8-From how long do you own a car

120
100
80
60
40
20
0
8. From how long do you own car  Bar
8. From how long do you own car  Response
8. From how long do you own car  %

10. What is your income level?

Answer
1 1 lakh - 5 lakh
2 6 lakh - 10 lakh
3 more than 10 lakh
Total

Bar
0.39604
0.44554
5
0.15841
6

10-Income level
120
100
80
60
40
20
0

11. Do you give priority to your car service?

Answer
1 Definitely yes
2 Probably yes
3 Might or might not
4 Probably not
5 Definitely not
Total

Respons
Bar
e
%
0.62264
2
66
62%
0.29245
3
31
29%
0.05660
4
6
6%
0.01886
8
2
2%
0.00943
4
1
1%
106
100%

11-Priority to car service

SERVICE QUALITY GAP SCORE OF MARUTI SUZUKI SERVICE CENTRE

SERVICE CENTRE
PERCEPTION
EXPRCTATION
TANGIBILITY
SCOR
TANGIBILITY
E
Maruti Suzuki service
5.25
Car Service centre of
centre has modern looking
Excellent companies will
equipment.
have modern looking
equipment.
The physical facility at
5.26
The physical facility at

GAP (P-E)
SCOR
E
5.52

-0.27

5.65

-0.39

Maruti Suzuki service

centre is visually
appealing.
Employees of Maruti
Suzuki service centre are
neat appearing
Material associated with
Maruti Suzuki service
Centre (such as-bill
statement etc.) are
visually appealing in an
excellent service Centre

5.45

5.29

car service centre of

excellent companies is
visually appealing.
Employees of car service
centre are neat appearing.

Material associated with

car service Centre (such
as-bill statement etc.) is
visually appealing in a
car service centre of
excellence company.
AVERAGE
RELIABILITY
SCOR
RELIABILITY
E
5.28
Car Service centres of
When the Maruti Suzuki
excellent companies are
Service centre promises to
adherent with their
do something by a certain
commitment, when they
time, it does so.
commit to do something.
When you have a
5.27
When customers have a
problem, the Maruti
problem, does the car
Suzuki service Centre
service centre show a
shows a sincere interest in
sincere interest in solving
solving it.
it?
The Maruti Suzuki service 5.27
Does car service centre
centre performs the
perform the services right
services right at first time?
at first time?
5.42
Do car service centre of
The Maruti Suzuki service
excellent companies
centre provides their
provide their services on
services on time as they
time as they promise to
promise to do.
do?
The Maruti Suzuki service 5.33
Car Service centre insist
centre insist on error-free
on error-free records.
records.
AVERAGE
RESPONSIVENESS
SCOR
RESPONSIVENESS
E
The employees at Maruti
5.41
Do Employees at car
Suzuki Service Centres
service centres of
tell you exactly when
excellent companies tell
services for your vehicle
you exactly when
are supposed to be
services for your vehicle
performed.
are supposed to be

5.45

5.42

-0.13

-0.197
SCOR
E
5.58

-0.3

5.52

-0.25

5.35

-0.08

5.44

-0.02

5.3

0.03

0.124
SCOR
E
5.37

0.04

The employees at the

Maruti Suzuki Service
Centre give you prompt
service.
The employees working at
the Maruti Suzuki service
centres are always willing
to help you.

Employees of the Maruti

Suzuki service centre are
never too busy to respond
to your requests?
ASSURANCE

The behaviour of
employees of the Maruti
Suzuki service centres
instil confidence in you.
You feel safe in your
transaction with the
Maruti Suzuki service
centre.
Employees of Maruti
Suzuki service centres are
always courteous with
you.
Employees of Maruti
Suzuki service centres of
excellent companies will
have the knowledge to
answer customer
questions.
EMPATHY
Maruti Suzuki Service

performed?
5.32
Do the employees at the
car service centre of
excellent companies give
your prompt service?
5.28
Are the employees
working at the car service
centres of excellent
companies willing to help
you?
5.15
At times, have you faced
a situation where the
employees of the car
service centre of
excellent companies were
too busy to respond to
your requests?
AVERAGE
SCOR
ASSURANCE
E
5.33
The behaviour of
employees of the car
service centres of
excellent companies will
instil confidence in
customers.
5.4
Customers of car service
centres of excellent
companies will feel safe
in their transactions.
5.5
Employees of car service
centres of excellent
companies will be
consistently courteous
with customers.
5.44
Employees of car service
centres of excellent
companies will have the
knowledge to answer
customer questions.
AVERAGE
SCOR
EMPATHY
E
5.3
Car Service centres of

5.54

-0.22

5.42

-0.12

5.25

-0.1

-0.1
SCOR
E
5.45

-0.12

5.38

0.37

5.4

0.1

5.55

-0.11

0.06
SCOR
E
5.32

-0.02

centres give you

individual attention.
Maruti Suzuki Service
centres have operating
hours convenient to all its
customers.
Maruti Suzuki Service
centres have employees
who give your personal
attention.
Maruti Suzuki Service
centres have your best
interests at heart.
The employees of Maruti
Suzuki service centres
understand your specific
needs.

excellent companies will

give customers individual
attention.
5.33
Car Service centres of
excellent companies will
have operating hours
convenient to all their
customers.
5.3
Car Service centres of
excellent companies will
have employees who give
customers personal
attention.
5.42
Car Service centres of
excellent companies will
have the customer's best
interests at heart.
5.45
The employees of car
service centres of
excellent companies will
understand the specific
needs of their customers.
AVERAGE

Categories

5.38

-0.08

5.33

-0.03

5.39

0.03

5.68

-0.23

-0.066

Gap Score

Average gap score for Tangibility

-0.197

Average gap score for Reliability

0.124

Average gap score for Responsiveness

-0.1

Average gap score for Assurance

0.06

Average gap score for Empathy

-0.066

Total

-0.179

Un-weighted Score (Average Total/5)

-0.036

SERVICE QUALITY GAP SCORE OF HYUNDAI SERVICE CENTRE

PERCEPTION

EXPRCTATION

GAP(P-E)

TANGIBILITY
Hyundai service centre
has modern looking
equipment.

SCOR
E
5.39

The physical facility at

Hyundai service centre is
visually appealing.

5.29

Employees of Hyundai
service centre are neat
appearing
Material associated with
Hyundai service Centre
(such as-bill statement
etc.) are visually
appealing in an excellent
service Centre

5.43

5.11

TANGIBILITY

SCOR
E
5.52

Car Service centre of

Excellent companies will
have modern looking
equipment.
The physical facilities at 5.65
car service centre of
excellent companies are
visually appealing.
Employees of car service 5.45
centre are neat appearing.

Materials associated with

car service Centre (such
as-bill statement etc.) are
visually appealing in a
car service centre of
excellence company.
AVERAGE
RELIABILITY
SCOR
RELIABILITY
E
5.26
Car Service centres of
When the Hyundai
excellent companies are
Service centre promises to
adherent with their
do something by a certain
commitment, when they
time, it does so.
commit to do something.
When you have a
5.18
When customers have a
problem, the Hyundai
problem, does the car
service Centre show a
service centre show a
sincere interest in solving
sincere interest in solving
it.
it?
The Hyundai service
5.33
Does car service centre
centre performs the
perform the services
services right at first
right at first time?
time?
5.35
Do car service centre of
The Hyundai service
excellent companies
centre provides their
provide their services on
services on time as they
time as they promise to
promise to do.
do?
The Hyundai service
5.21
Car Service centre insist
centre insists on error-free
on error-free records.
records.
AVERAGE

5.42

-0.13

-0.36

-0.02

-0.31

-0.205
SCOR
E
5.58

-0.32

5.52

-0.34

5.35

-0.02

5.44

-0.09

5.3

-0.09

-0.172

RESPONSIVENESS

The employees at
Hyundai Service Centres
tell you exactly when
services for your vehicle
are supposed to be
performed.
The employees at the
Hyundai Service Centre
give your prompt service.
The employees working
at the Hyundai service
centres are always willing
to help you.

Employees of the
Hyundai service centre
are never too busy to
respond to your requests?
ASSURANCE

The behaviour of
employees of the Hyundai
service centres instil
confidence in you.
You feel safe in your
transaction with the
Hyundai service centre.

Employees of Hyundai
service centres are always
courteous with you.
Employees of Hyundai
service centres of

SCOR
E
5.21

RESPONSIVENESS

Do Employees at car
service centres of
excellent companies tell
you exactly when
services for your vehicle
are supposed to be
performed?
5.15
Do the employees at the
car service centre of
excellent companies give
your prompt service?
5.29
Are the employees
working at the car
service centres of
excellent companies
willing to help you?
5.12
At times, have you faced
a situation where the
employees of the car
service centre of
excellent companies
were too busy to respond
to your requests?
AVERAGE
SCOR
ASSURANCE
E
5.34
The behaviour of
employees of the car
service centres of
excellent companies will
instil confidence in
customers.
5.14
Customers of car service
centres of excellent
companies will feel safe
in their transactions.
5.31
Employees of car service
centres of excellent
companies will be
consistently courteous
with customers.
5.24
Employees of car service
centres of excellent

SCOR
E
5.37

-0.16

5.54

-0.39

5.42

-0.13

5.25

-0.13

-0.203
SCOR
E
5.45

-0.11

5.38

-0.24

5.4

-0.09

5.55

-0.31

excellent companies will

have the knowledge to
answer customer
questions.
EMPATHY

Hyundai Service centres

give you individual
attention.
Hyundai Service centres
have operating hours
convenient to all its
customers.

Hyundai Service centres

have employees who give
you personal attention.
Hyundai Service centres
have your best interests at
heart.
The employees of
Hyundai service centres
understand your specific
needs.

companies will have the

knowledge to answer
customer questions.
AVERAGE
SCOR
EMPATHY
E
5.31
Car Service centres of
excellent companies will
give customers
individual attention.
5.24
Car Service centres of
excellent companies will
have operating hours
convenient to all their
customers.
5.25
Car Service centres of
excellent companies will
have employees who
give customers personal
attention.
5.2
Car Service centres of
excellent companies will
have the customer's best
interests at heart.
5.36
The employees of car
service centres of
excellent companies will
understand the specific
needs of their customers.
AVERAGE

Categories

Gap Score

Average gap score for Tangibility

-0.205

Average gap score for Reliability

-0.172

Average gap score for Responsiveness

0.203

Average gap score for Assurance

-0.188

Average gap score for Empathy

-0.154

Total

-0.516

-0.188
SCOR
E
5.32

-0.01

5.41

-0.17

5.33

-0.08

5.39

-0.19

5.68

-0.32

-0.154

Un-weighted Score (Average Total/5)

-0.103

The views of the sample respondents regarding the services offered by the service centres of
Maruti Suzuki and Hyundai under study are presented. Referring to the Table; the comparison
of customer expectations and perceptions of service centres, it is observed that the sample
customers have very similar opinion as indicated from the values of different dimensions.
The gap (P - E) as shown in the table, is negative for all the factors indicating dissatisfaction
of the customers. Further, component- wise analysis indicates that the higher level of
dissatisfactions for Maruti Suzuki service centre are observed in factors like;
i
ii
iii
iv
v

The employees of car service centres understand the specific needs of their customers.
Customers of Maruti Suzuki service centres feel safe in their transactions.
The employees at the service centre give your prompt service.
Maruti Suzuki Service centres are adherent with their commitment, when they commit
to do something.
The physical facility at the service centre are visually appealing.

Also it can be understood that highest gap exists for tangibility factor i.e.- 0.197 and next
comes the reliability factor with a score of 0.124.
The component- wise analysis indicates that the higher level of dissatisfactions for Hyundai
service centre are observed in factors like;
i
ii
iii
iv

The employees of car service centres understand the specific needs of their customers.
Employees of car service centres have the knowledge to answer customer questions.
the employees at the car service centre give your prompt service
The physical facility at car service centre are visually appealing.

The highest gap exists for responsiveness factor i.e. 0.203 and next comes the tangibility
factor with a score of -0.205.
And comparing the results of Maruti Suzuki and Hyundai it was found that the services of
Maruti Suzuki service centre was rated better than Hyundai service centre by the respondents.
VI. Conclusion
From the study it can be concluded that the highest gap was found in the dimension of
reliability and tangibility for Maruti Suzuki service centre and for Hyundai service centre it
was in the dimension of responsiveness and tangibility. The Maruti Suzuki service centre has
existed in the market for a longer period than the Hyundai service centre. The reliability
factor is a positive factor for Maruti Suzuki service centre whereas the responsiveness factor
is positive for Hyundai service centre.
Therefore the service centres of these companies should position themselves in the market on
the basis of these dimensions and promote themselves aggressively. Last but not the least, the

customer base of the Maruti Suzuki is very big as compared to the Hyundai, therefore it is
important to retain them with the help of these service centres.