A Comparative Study to Determine Customers Satisfaction from after sales services Automotive Industries

There are many differences between present customers and those of seven years back as the present customers have freedom of choice and comment. But there were no definition for freedom of choice, customer’s satisfaction, providing customer’s demand, losing the market portion, losing sale and so on in the past due to the presence of inclusive markets in which there was no place for competition. Regarding the fact that the only merit of competitive automobile sale companies is in the method of presenting after sale services, thus every automobile company which provides better and higher qualities will be more successful and will have a larger portion in the market. The research methodology applied in this study is defined and performed in two phases. First phase: determination of customer’s satisfaction from after sale services is carried out by studying current considerations about after sale services in Iran from customers’ point of view via survey method or field analysis. Second phase: the research methodology is comparative in which procedure modeled methodology is used in it. All sub procedures of 3 similar companies which have the same trade and business are compared to each other accurately. Three comparing companies are General Motors Company, Irankhodro and Bahman Group in this research. First, the results of the rate of customers’ satisfaction of after sale services for the three companies in every five dimensions were analyzed separately.

Customer’s satisfaction % After sale services % Services quality % Customers’ expectations % SERVQUAL