CUSTOMER SATISFACTION OF SUZUKI SWIFT ECO CAR SERVICE CENTER AND NISSAN MARCH

Abstract

The purposes of this research were to compare customer satisfaction of Suzuki Swift Eco Car service center and Nissan March; and to study the factors that influence satisfaction of car services center Eco Car between Suzuki Swift and Nissan March. Conceptual famework was based on American customer satisfaction index. Stratified random sampling technique was applied to select 400 customers from the car service center to answer seft-reported questionnaire. Data was analyzed by bivariate analysis and regression analysis. Research findings revealed that; the customer satisfaction in car service centers of Nissan March higher than Suzuki Swift statistically significant; the image factor and factor of the value of goods and services affect customer satisfaction statistically significant. The satisfaction of the customer affects customer loyalty and customer suggestions statistically significant. These results implied that customers give priority to the Car Service Center which has credibility and the prices of spare parts are suitable by comparing the image and value of goods and services and customer satisfaction impact loyalty to products and services and customers will continue to use products and services in the future.