Service Quality and Customer Satisfaction in an Automotive Accessories Retail Store in Quevedo, Ecuador
DOI:
https://doi.org/10.63969/b20ckq74Keywords:
service quality, customer satisfaction, SERVPERF, retail, continuous improvementAbstract
Service quality is a strategic factor for the continuity of small retail businesses because it contributes to customer experience and satisfaction. This study aimed to assess service quality and describe customer satisfaction at Tecnilujos Sport Carlitos, a retailer and installer of automotive accessories in Quevedo, Ecuador. An applied, non-experimental, cross-sectional study with a descriptive scope and a convergent mixed-methods approach was conducted. Perceived service quality was assessed using SERVPERF-based questionnaires administered to 360 customers and 160 automotive mechanics. Satisfaction was examined in a subsample of 60 participants. Data were complemented by semi-structured interviews with the manager, six sales employees, five regular customers, and five automotive mechanics, as well as direct observation. Among general customers, the highest positive ratings corresponded to tangibles (85%), assurance (82%), and reliability (78%), whereas empathy obtained the lowest rating (42%). Among automotive mechanics, positive ratings ranged from 50% for responsiveness to 65% for tangibles. In the subsample, 80% reported overall satisfaction with the service. Interviews and direct observation identified delays during peak-demand periods, a lack of standardized service protocols, insufficient technical training, and informal complaint handling. It is concluded that the establishment has strengths in its tangible conditions, assurance, and customer treatment; however, it needs to improve empathy, responsiveness, technical updating, and the standardization of service procedures.
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Copyright (c) 2026 Jennifer Stefania Sánchez Yugcha, William Vicente Paredes Figueroa (Autor/a)
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