The Effects of Service Strategy on Performance of Car Dealing Business in Northeast Thailand

Abstract

                   The purpose of this study was to verify the effect of service strategy on the performance of automotive dealing in north-eastern region of Thailand.  A questionnaire was used as a research instrument to collect the data from 123  automotive dealers. The data were analyzed statically in terms of: multiple correlations, simple regressing, and multiple regressions.  In this study, service strategy was identified as independent variable which correlated and had effects on performance. The result showed that : 1) service strategy in terms of assurance correlated and had positive effects on the overall performance to customers, internal process, and learning and development ; and  2)  service strategy in terms of customer service correlated and had positive effects on the overall performance to customers, internal process, learning and development, and finance.  The finding from the study should therefore be used by administrators as guidelines for organizing service strategy of the organization with the emphasis on assurance and customer service to enhance the potential of service administration in automotive dealers and create competitive advantages in the future.