The Effects of Service Quality on Customer Loyalty in Automotive Parts Group in the Eastern Seaboard Industrial Estate, Rayong

Abstract

          The purpose of this study were 1) to analyze the levels of perceived service quality, expected service quality and customer loyalty of the customers, 2) compare the level of perceived service quality with expected service quality of the customers and 3) examine the effect of perceived service quality on customer loyalty of the customers. This study is a quantitative research collect data from 400 employers who collaboratively work with their suppliers. A questionnaire, which close ended question, was used to collect data. A comparison of the perceived service quality and the expected service quality of the customers in the automotive industry in Eastern Seaboard Industrial Estate, Rayong was done through    Paired-Sample t-test The Multiple Regression Analysis was use to examine the effect of perceived service quality on behavioral loyalty of the customers.
          The result indicated that the result of the comparison of the perceived service quality is different from the expected service quality of the customers in the automotive industry in Eastern Seaboard Industrial Estate, Rayong. The mean of perceived service quality is lower than the mean of the expected service quality at significant level of 0.05. The perceived service quality; Tangibles, Reliability, Understanding knowing customer, Assurance and Responsiveness affect customer loyalty of the customers in the automotive industry at significant level of 0.05.