ASSESSING CUSTOMER SATISFACTION IN AUTOMOBILE COMPANIES. (A CASE STUDY OF TOYOTA GHANA LIMITED, KUMASI)

ABSTRACT

Automobile companies in Ghana continue to lose customers due to various degrees in taste, preferences for technology and poor quality of service delivery. Even though, the sales and services of vehicles are on the increase and also new customers are being attracted every day, customers continue to change their interest in the purchase and services of their vehicles from one automobile company to another. This has resulted in poor customer satisfaction in the automobile industry. The practice has worsened even in times where the quality of products has improved tremendously, customers still continue to complain and still go in search of satisfaction elsewhere. Also, despite the improvement technology leading improved quality of product and service delivery, automobile companies in Ghana have not put in place effective programmes or measures to get the best out of their customers in terms of service delivery and after sales services. To this effect, the study is aimed at assessing customer satisfaction in the Ghanaian automobile industry. Descriptive survey design was deemed appropriate for the study because of the versatile and practical that identifies present conditions and points to recent needs whereas mix method research strategy was employed. Two sampling techniques were deemed appropriate in the study namely, purposive sampling technique and convenience sampling techniques. Purposive sampling technique was used for sampling out the staffs from Toyota Ghana Company Ltd, whereas convenience sampling techniques was used to sample out customers of Toyota Ghana Company Ltd for the study. The study used questionnaires as the main research instrument to gather data for the study. Judging from the finding of the study, it was established that there is a relationship between the customer’s satisfaction and after sales services because as the more good services the company provide, also as the number of years of service experience increases for the customer, the more increase in satisfaction level of the customers. The study recommends that Automobile companies should solve the dissatisfaction of customers in quality, time and price by assessing customer’s satisfaction frequently.