Impact Of Service Quality on Brand Equity and Brand Extension in The Automobile Industry, With Special Reference to Service Centers

The automobile industry is highly dynamic and competitive, where service quality plays a critical role in strengthening brand equity and supporting brand extension. Customers who experience superior service quality tend to associate greater value and trust with the company, resulting in stronger loyalty and positive brand perception. This study investigates the influence of service quality on brand equity and brand extension in automobile service centers in India. The research adopted the SERVQUAL dimensions—Tangibility, Reliability, Responsiveness, Assurance, and Empathy—to evaluate service quality. A sample size of 440 respondents was selected using systematic random sampling. Statistical tools such as Mean, Standard Deviation, and One-way ANOVA were employed for analysis. The findings reveal that there is no significant difference in customer opinion towards brand equity and brand extension based on the frequency of visits to service centers. The study concludes that high-quality service delivery enhances customer relationships, strengthens brand equity, and supports long-term brand extension strategies in the automobile industry.