Authors: Babak Pourbahrami , Batol Hosseinmardi , AmirReza Alizadeh Majd
Abstract: Considering the low experience of measuring the quality of after-sale services in companies and the need of Negin Khodro company to recognize the factors affecting the customer satisfaction and the effect of this recognition on improving the service qualities and lack of a fixed frame for increasing the quality of servicing, the main aim of this research is to determine the gap between the expectations and understanding of customers based on SERVQUAL model so that the company can increase its customers’ satisfaction. Research factors include concepts, reliability, response, guarantee and empathy which are compared in two dimensions of expectations and understandings. Methodology of the present research is practical and descriptive considering the goal and data collection method, respectively. The population of the research includes 1000 people and the sample is 278 customers who receive service of Negin Khodro Company. The data was gathered considering the informatics center, books and magazine and also using interviews and SERVQUAL questionnaire. Data was analyzed using ttest and it is determined that all the hypotheses of the research were not at 95 percent significance and so there is no difference. between expectations and understanding of the customers of Negin Khodro Company in all dimensions
Key words: SERVQUAL, quality, expectations, understanding, service quality