A study on the effectiveness of the reception process at Perodua Kuching Service Center / Asmara Abdul Rahman

As a consequence oftoday’s highly competitive automobile market, customers have come to expect after sales operations of a level never before experienced. Research has confirmed the strategic benefits of quality programs and better quality is proven to contribute to greater market share and return on investment (Cole, 1992; Philips et al., 1983), lower manufacturing costs; improve productivity (Garvin, 1983) and improve the area of strategic performance(Zhang, 2000). By establishing a Service Quality is a key strategy for maintaining competitive advantage and is a way of managing organizations to improve its overall effectiveness and performance towards achieving customer satisfaction. Meeting the varied customers’ needs and wants was crucial in quality determination. As service itself is intangible, employees are responsible for transforming the service into concrete offering and thus they are called the bearers of the service (Gronroos, 1978). The quality employee-customer interaction are crucial in determining favorable service encounters and creating satisfying experience for the value customers (Schneider and Bowen, 1993; Bitner et al, 1994). The adoption of a quality management should be a strategic decision of an organization. The design and implementation of an organization’s quality management system is influenced by varying needs, particular objectives, the product provided, the processes employed and the size and structure of the organization. For an organization to function effectively, it has identified and manages numerous linked activities.