Estimating Service Quality Impacts by SERVQUAL Approach in Leasing Market of Iran Khodro Company

Souri, Hossein; Sadeghi, Amir; Khalaj, Mehran

Manuscript ID : JOMM-2004-1675 (R1) Visit : 180 Page: 103 - 119

Article Type: Original Research

Estimating Service Quality Impacts by SERVQUAL Approach in Leasing Market of Iran Khodro Company

Subject Areas : Jounal of Marketing Management

Hossein Souri ¹ , Amir Sadeghi ² , Mehran Khalaj ³

1 - Master of Industrial Engineering, Parand and Robat Karim Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Applied Mathematics, Parand and Robat Karim Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Industrial Engineering, Parand and Robat Karim Branch, Islamic Azad University, Tehran, Iran

Received: 2020-04-20 Accepted : 2020-09-01 Published : 2020-11-21

Keywords: Service Quality, Leasing Market, Customer, Capital Financing, Iran Khodro Company,

Abstract :

Leasing as one of the financing products offered by financial institutions. Financing products is the main source of income and the sustainability of financial institutions depends on it. Due to the intrinsic risks associated with financing service options, the quality of perceived customer service will be different from financial transaction support services. This thesis examines the dimensions of service quality in the automotive leasing industry. Therefore, the SERVQUAL (Service quality & quantity) approach in the leasing market sector of Iran Khodro Company was used to estimate the impacts of service quality. Data collection includes interviewing and dataset, which were conducted among leasing experts, academic experts, and a group of clients. The existing dataset contains 26 questions related to service quality components. The validity of the questionnaire was evaluated by academic experts, and also Cronbach's alpha coefficient (α = 0.88) was used to determine the reliability of dataset with a high internal consistency of the dataset. The proposed SERVQUAL model was simulated in MATLAB software environment. In this study, due to some limitations in non-registration of leasing companies’ information, only 3 main parameters were evaluated. Our findings included three estimated parameters namely customer gap - distribution rate (0.209), policy gap - distribution rate (0.060) and delivery gap - distribution rate (0.449). According to our results, the gap between the management perception and service quality characteristics arising from leasing company employees, which originally is the gap between service quality characteristics and delivery services, should be addressed by HRM tools such as training. As a general conclusion, the proposed SERVQUAL model for estimating service quality impacts on the Iran Khodro leasing market sector provides a good evaluation of the five-dimensional gap and identifies the impacts of service quality in the automotive leasing sector.

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