EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN CAR WASH BUSINESS IN MKOLANI WARD; NYAMAGANA DISTRICT, MWANZA CITY, TANZANIA
Service of quality is one of the factors that influence customer satisfaction in service-oriented organization, Mwanza City, Tanzania. It has been noted that car wash personnel do not know how to treat their customers. This study investigated the relationship between service quality and customer satisfaction in car wash centers. The study advanced general objective and three specific research objectives: To examine the effect of service quality on customer satisfaction in the car wash business and (i) determining the effect of responsiveness on customer satisfaction among car wash customers; (ii) determining the effect of assurance on customer satisfaction among car wash customers; and (iii) determining the effect of tangibility on customer satisfaction among car wash customers. The study employed a positivist approach to research, allowing it to adopt a quantitative research design. A questionnaire was administered to 202 customers of car wash services in six wards in the Nyamagana District of Mwanza. Its understanding helps the organization develop appropriate marketing strategy. The data was analysed using both descriptive and inferential statistical techniques. Specifically, descriptive statistics, including mean values and standard deviation, were reported for the indicators of the principal constructs.
The regression results revealed that responsiveness, assurance, and tangibility were positive and significantly related to customer satisfaction in car wash businesses. The study found that responsiveness, assurance, and tangibility has a significant and positive relationship with customer satisfaction. It found that only part of SERVIQUAL model dimensions were applicable in car wash business in Tanzania. The study recommends the proprietor of car wash business consider improving the quality of their services to improve customer satisfaction and improve services over time and train their employees on customer needs if they go the extra mile in business success. It also further recommends conducting market research continuously to understand better customers changing needs and tailor the service offerings accordingly. Further, car wash should implement structures that protect the surrounding environment from pollution from car wash outflows.
Keywords; Service Quality, Customer satisfaction, responsiveness, assurance, tangibility
