Assessing Customer Satisfaction Levels in the SMEs Automobile Vehicle Maintenance and Repairs Service Delivery System in Cape Coast – Ghana

Abstract

Customer satisfaction is key to any service delivery industry.  Providing quality service is a means to satisfying and retaining customers who seek the services of the automobile maintenance and repair service garage centres.  Most car owners in Ghana seek the services of the Small and Medium –Sized Enterprises (SMEs) automobile maintenance and repair service garages known locally as “wayside fitting workshops” for a number of reasons. This paper assesses the customer satisfaction level of the SMEs automobile vehicle maintenance and service delivery in Ghana. In the study, various automobile vehicle maintenance and repair service garages called the wayside fitting shops were visited and one hundred and twenty questionnaires were administered to their customers.  Analyses were made on the tables and graphs generated using SPSS to measure the response of the respondents on customer satisfaction levels. The study pays specific attention to the SMEs Auto Repair garages in Cape Coast.  Quantitative techniques were used in this study. The study shows that wide quality service gaps exist between the expectation of the customer and the mechanics operating the garage.  Communication gaps, tools and equipment, lack of service standard and working procedures and the quality of service were the quality service gaps that have influenced customer satisfaction levels. It is recommended that dealership centres should endeavour to work in partnership with these wayside garages, offer training support, help them to come out with service standards and work procedures.