چكيده به لاتين
With the diversification of goods and intensification of the competition in providing products, today, competition has been expanded in service section. The after-sales supports of the products are taken for granted and the current rivalry is for the quality of such services instead of providing them. Failure to upgrade the quality of after-sales services will quickly result in the customer dissatisfaction and the loss of the market. In order to continuously improve the quality of after-sales service, it is necessary to constantly identify, monitor and develop the elements that affect these services. In this study, notions related to service, quality management, service quality and after-sales services were reviewed and therefore, study gaps were recognized. The conceptual model of the research was developed with the purpose of improving customer satisfaction by strengthening the key elements of SERVQUAL model through promoting critical components of Total Quality Management (TQM). The model was verified with two questionnaires within an Iranian automaker company, using Partial Least Squares Structural Equation Modeling (PLS-SEM) method for examining the effect of SERVQUAL components on customer satisfaction, and applying Friedman method for ranking the effect of TQM components on SERVQUAL factors. According to the results, guarantee, responsiveness, reliability, tangible services and empathy are respectively the most effective factors of SERVQUAL on satisfaction of customers with the quality of after-sale services in auto service centers. The TQM factor ranking also shows that "Product and Service Design Quality", "Quality Department" and "Employee Participation" in that order have the greatest effect on the "Guarantee" component, and "Employee Participation", "Quality Department" and "Quality of Product and Service Design" has the greatest effect on "Responsiveness", respectively. This ranking is also identified for other SERVQUAL and TQM factors and can help the company to allocate resources to achieve the strategic goal of "improving customer satisfaction" more effectively and efficiently.
