I would like to thank all my colleagues for sharing their knowledge and information during the research. Finally, I want to say "Thank you" to my family, who always encourage and support me.
INTRODUCTION 1
Car service industry in Thailand 2
The Mazda brand also invested valuable resources to improve their customer satisfaction to better understand their customers' needs and expectations. Mazda recognizes the importance of dealer staff development by continuously organizing training seminars for various positions with the aim of improving service quality, which will lead to customer satisfaction and exceed their expectations” (Autospinn, 2014).
The importance of car service on car sales 2
Customers who purchase Mazda and remain satisfied with the Mazda workshop experience through the customer value chain to contribute to the success of the garage in many ways. Eventually, the time comes when the customer decides to buy a new car, so they enter the repurchase stage of the customer value chain.
LITERATURE REVIEW 5
- Mazda Service Workshop 5
- The Service Profit Chain 6
- The service operation in Mazda auto workshop 7
- Determinants of Service Quality 9
- Service Standard 10
- Employee Hospitality and skills 10
- Customer Loyalty 11
In this group of customers, we still continuously make an impression, provide them with professional but friendly services to develop the exceeding of expectation to the customer and to create retention and loyalty. Personal Customer Reception – Reception is an opportunity, it is sometimes the first time that service advisor meets the customer face to face in the workshop experience cycle. The way the service advisor communicates with the customer in reception will be the big impact for the dealer.
Menu Prices dedicated price to customer – Dedicated price to the customer also the most important things for the merchant as a service advisor must inform the customer for the expenses that the customer has to pay on that day. Service Advisor has an obligation that the estimated price that informs the customer must not exceed or be less than 5% of the invoice amount. But if it does not deliver with the quality and timeliness, it will have a big impact on the customer satisfaction.
Car Return – Before returning the car to the customer the service advisor must do the pre-delivery which consists of checking the cleanliness of the car, prepare advance invoice for the customer to ensure that when it is returned to the customer it will go smooth and efficient it is the last step we have face to face with the customer. Resolution and prevention of concerns - Once a customer has any complaint about the service workshop, DCRC has the responsibility to dig into the information and deeply apologize to the customer and ask the customer to return to the workshop again to resolve any correct mistakes to make the customer feel good and satisfied. Support company policies – Standards are regularly referred by regulators for the protection of customers and staff to avoid any complaint that may happen such as; customer complaint that the service center changes the parts without notice to the customer.
RESEARCH DESIGN 12
- Research Design 12
- Population and Samples 12
- Instrumentation 13
- Method of analysis 14
From the result, even most of the customers chose the service center based on their location and convenience. The choice of the service center was related to the service quality, customer will choose service center wherever the satisfaction was delivered to them. Most of the customers who are worried about fixing it the first time as soon as they visit the service center.
Because get it right the first time is the fundamental of the service center that every customer expects their car to be repaired and completed from the first time they take their car to the service center. The factor that affects the customer impression, however, is the staff in the service shop. Most of the service managers believe that if their staff do according to Mazda's standard process, the customer will be satisfied.
Most service managers believe that once customers are satisfied with their services, they tend to return to their service center. The interview shows that 60% of customers worry most when they take their car to the service center: Fix it Right First Time. There was a correlation between the fact that once the customer is impressive about the service and willing to come back to the service center again, he tends to recommend the service center to his friend as well.
DATA ANALYSIS 15
Demographic Data 15
Mazda workshop customers in this study out of ten respondents are 4 female and 6 male. Some of them may not buy cars themselves, but all of them are genuine car users who are still under warranty from Mazda Sales (Thailand). Mazda workshop employees in this study out of ten respondents are 3 female and 7 male.
All respondents are full-time employees and work in a workshop already certified by Mazda Sales (Thailand).
Results (Customer Group) 16
From the interview, there are 30% of customers who feel that it was an over-expectation for them when they receive the cost estimate and have follow-up calls after service. While another 20% feel that when the staff calls to remind about periodic maintenance and 10% for free car wash and when they had someone. From the interview, 80% of the customers state that they will definitely return to the service shop and only 20% are still not sure whether they will return to the service shop or not.
From the interview, 80% of customers confirm that they will definitely recommend this service center to their friends, while another 20% are still not sure.
Results (Employee Group) 19
Findings from Customer Group 23
Most of the customers tended to be loyal to that service shop to take their car back for service next time and willing to recommend that service center to their friends as well. If the staff gives them an information and cost to pay that day and gives a reminder, call periodic maintenance and follow-up to check the repair result after they left the service shop to make sure everyone got what they requested. Some of them satisfy that if they got feedback or complaint to the service workshop, they will not be left with anger, the staff will take their complaint seriously and report the result or progress back to them.
Findings from Employee Group 23
Half of the service manager believes that customers should not leave behind the anger that they have to give some feedback and create an excessive expectation for the customer. They tried to give feedback to the customer after having any complaint because they understand that once the customers make any complaint. Because they understand that, most of the time when people complain about something (in other service industries), they never get any feedback from the service provider can make them not satisfied, but if there is any reaction, it will create an excessive expectation for them.
From the discussion, the service manager informed that if the customers are satisfied with their services, they are willing to return to their service shop again, even though their service shop was far away from the customer's home. A manager whose service shop is located in Ampur Lamae, Chumporn said that some customers who live in Surathani which is about an hour's drive away from their service center are willing to come to have their car serviced at the center. his service because customers reported that they were not satisfied. with surathan service center and i didn't want to go there anymore.
Conclusion 24
Nowadays, when the customer arrived at the service center how your staff greets the customer and think you have the customer any first impression with your staff. Because their staff can show their professional which can create the confidence to the customer to leave the car with them and do according to the process, can avoid any complaint from the customer when they visit at different service centers. The service manager also believes that there are many ways to impress customers with their services.
If the service center can show the service quality with a standard process of greeting customers by their first name, repeat the purpose or purpose of visit without asking, and inform customer about cost estimate to be performed by the employee's skills and hospitality. the customer which finally, can lead to customer loyalty that they are inclined or willing to come back to that service shop again, even some of them choose the service center according to their convenience. When customer arrives at service center, customer will first look at the hospitality of the staff, how they welcomed the customer when they arrived at the service center, how they are interested in the conversation with the customer. So, we recommend to Mazda that they can take the service advisor to enjoy or observe the service of five star hotels to feel about the hospitality and willingness of the staff.
Second, the customer tends to look for professional staff that can be controlled by the service standard, that each procedure must be carried out in accordance with the policy and guidelines, so that customers feel about the standardization of the service they will receive, which is the foundation of car maintenance. Because this study only used a customer with a 3-year or 100,000 km warranty as a representative customer visiting a Mazda service center. Customers who come to the service center during peak hours (7:00 am to 10:00 am) may receive a different experience than a customer who comes in during off-peak hours.
Then the research will provide more information about customer insight and motivation that will do. customer satisfied with the willingness to recommend the service center to their friends and they are also willing to take their car back to the service center. 1998), Customer Satisfaction and Word of Mouth, Journal of Service Research, Vol. Effects of Service Quality on Customer Satisfaction: Study of Online Banking and ATM Services in Malaysia, Int. To set the Service-Profit chain in motion.
