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Customer service quality at Great Wall Motor (GWM) service centres in the greater Durban area

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dc.contributor.advisor Penceliah, Soobramoney
dc.contributor.advisor Veerasamy, Dayaneethie Yin, Yue 2011-01-31T07:45:00Z 2012-09-01T22:20:07Z 2010
dc.identifier.other 332446
dc.description Dissertation submitted in fulfillment of the requirement for the Master Degree in Technology: Marketing, Durban University of Technology, 2010. en_US
dc.description.abstract China was the world’s third-largest producer of cars in 2006, and also the third-largest producer of “motor vehicles”. Great Wall Motor Company Limited (GWM) is the largest privately-owned automotive manufacturer in China. It was among the Top 500 Enterprises of China in 2004 and one of the best brands in the national automobile range. One of the more prominent industries in South Africa is the automobile industry. A high level of customer service is of paramount importance due to the competitive nature of this industry. Poor service at GWM service centres has created a negative perception amongst customers. GWM service centres do not appear to provide a satisfactory level of service for customers. The purpose of the study is to investigate customer perceptions of service quality at GWM service centres in the greater Durban area. In this research, the literature survey defined the service quality “gap” at GWM service centres, identified the role of effective communication in the service delivery system, measured the variables affecting current service delivery using the SERVQUAL instrument, and prioritized the importance of the factors influencing service delivery at GWM service centres. The analysis of the results revealed important findings. The results demonstrated that, in each of the five SERVQUAL dimensions, there was a negative quality gap. Improvements are needed across all five dimensions. Specific recommendations have been made to improve the levels of customer service quality at GWM service centres. en_US
dc.format.extent 133 p en_US
dc.language.iso en en_US
dc.subject.lcsh Consumer satisfaction--South Africa--Durban en_US
dc.subject.lcsh Customer relations--South Africa--Durban en_US
dc.subject.lcsh Customer services--South Africa--Durban en_US
dc.subject.lcsh Automobile industry and trade--South Africa--Durban en_US
dc.title Customer service quality at Great Wall Motor (GWM) service centres in the greater Durban area en_US
dc.type Thesis en_US

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