Customer Relationship Management and Service Quality in Automobile After-Sales Service: A Study of an Authorised Mahindra Dealership in Latur, India

Author

Makrand Amol Saudagar

Abstract

 This study examines customer relationship management (CRM) and service quality in the after-sales function of an authorised Mahindra & Mahindra dealership in Latur, Maharashtra. Primary data were collected from 80 customers through a structured questionnaire covering overall satisfaction, selected service attributes, likelihood to recommend, and awareness of service reminders. The findings show that customers viewed staff behaviour, facility cleanliness and technical service quality positively. However, service-delivery timeliness and complaint resolution received comparatively lower ratings. The study also found that 72.5% of respondents recalled receiving a service reminder, while the Net Promoter Score was approximately +30. The paper recommends stronger complaint-resolution procedures, proactive delay communication and more consistent CRM outreach.

Keywords

Customer Relationship Management; Service Quality; SERVQUAL; Customer Satisfaction; Automobile After-Sales Service

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References

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