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Proceedings of the 9 Symposium on Applied Science, Business & Industrial Research – 2017
ISSN 2279-1558, ISBN 978-955-7442-09-9

Customer Satisfaction on the Services Offered by
the Two-Wheeler Distributors: A Case of Western Province of Sri Lanka

Wijewickrama GDTM, Deegahawature MMDR
Department of Industrial Management, Wayamba University of Sri Lanka
infotharinduw@gmail.com
ABSTRACT

Millions of people living in the developing world use two-wheelers as they offer
convenient access to motorized transportation. But unfortunately, any of the two-wheeler
dealers have not clearly defined the importance of their service offerings to the customer
satisfaction. This research was carried out to answer those questions along with developing
a customer profile and to propose an optimum service mix of current and potential services
to be implemented to maximize the customer satisfaction. The outcome of this survey
identified all the services offerings by two-wheeler distributers and six other potential
service offerings. Other services were categorized under five service aspects relating to
spare parts, service centers, staff, show rooms and after sales to assess their preference for
each of the service using a Likert scale. Finally, various statistical methods were used to
develop the optimum service mix. Finally, the research gives conclusions on how the
companies should integrate strategies of different divisions to maximize customer
satisfaction through superior services.

KEYWORDS: Customer profile, Customer satisfaction, Optimum service mix, Two-
wheeler

Preferences precisely is vital for any
1 INTRODUCTION
organization. The research will also help to
This research is concerned about the interpret different consumer preference
important services offered by Two-wheeler behaviours per characteristics of the
related automobile companies in Sri Lanka customer profile. Other three main
and how much they are important to the objectives of the research are to identify the
satisfaction of customers. Previous studies profile of two-wheeler users, identify and
have revealed that the perceived value and suggest most important potential new
the customer satisfaction will influence the services the company should consider to
post purchase behavior and the customer implement in the future and finally to
satisfaction in a significant manner (Tam & propose an optimum mix of services to
Jackie, 2004). By considering some selected improve resource efficiency and maximise
behavioral intentions, individual companies the customer satisfaction.
have also gained the ability to monitor the
impact of service quality (Valarie A. 2 LITERATURE REVIEW
Zeithaml, 1996). Two-wheeler industry is one of the
largest industries in the automobile sector of
A report (Executive Report on
Customer Satisfaction, 1992) explains that the global market. Being the leader in
Toyota has found that customers’ intent to product and process technologies in the
repurchase their automobiles had increased manufacturing sector, it has been recognized
by 8% following an increased positive sales as one of the drivers of economic growth.
experience, 42% increase following an Two-wheeler is one of the most
increased positive service experience, and important mode of transportation in Sri
54% increase following an increased Lanka. At present two wheelers are used for
positive sales and service experiences many purposes such as daily commuting,
(McLaughtin, 1993). Therefore, it is quite office use, transporting and many more. Sri
evident that identifying Customer Service Lanka's two-wheeler population had an

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