A STUDY ON IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION WITH REFERENCE TO REPLACEMENT SALES OF TRUCK/BUS RADIAL (TBRS) TYRES
Service quality is having great importance in tyre industry, mainly in replacement or aftermarket sales. The purpose of the study is to understand the role of quality of service during the sales of Truck/Bus Radial (TBRs) tyres on customer satisfaction with reference to replacement sales. This research uses the SERVQUAL dimension. The study also tries to understand the service quality of major companies dealing with the sales of TBRs. The method of research adopted is descriptive in nature. The population used for the study is the fleet owners (Commercial vehicle) in Bangalore district. Sampling technique used in this study is convenience sampling and size of sample is 120. For this purpose, sales service quality questionnaire was designed and used. The obtained data is analyzed by using the multiple regression analysis. Findings of the study points out that service quality dimensions are very crucial for the customer satisfaction in replacement sales of Truck/Bus Radials (TBRs).
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