The Effectiveness of Service Quality on Customer Satisfaction in Automobile Industry

The automobile industry in India is a significant contributor to macroeconomic growth and technological development. In the present competitive automobile market, service quality has become an indispensable strategy for retaining customers and building loyalty. This study investigates the relationship between service quality and customer satisfaction in the automobile industry, specifically focusing on Tata Motors in Kanchipuram District, Tamil Nadu, India. A sample size of 236 respondents was selected using a systematic random sampling technique. The research adopted the SERVQUAL dimensions—Tangibility, Reliability, Responsiveness, Assurance, and Empathy—to evaluate customer perceptions. Statistical tools such as descriptive statistics and ANOVA were employed for data analysis using SPSS. The findings reveal a significant difference in customer opinions regarding service quality dimensions and customer satisfaction based on their association with Tata Motors