Title page for ETD etd-04072010-114937

Document Type Master's Dissertation
Author King, Darret
URN etd-04072010-114937
Document Title Does Mercedes-Benz service customer satisfaction measure the service advisor emotional intelligence?
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Dr C Lew Supervisor
  • consumer satisfaction
Date 2008-04-14
Availability unrestricted

In South Africa’s automotive industry where product features are very similar among vehicles, where there is huge competition between the vehicle brands, whether they are imported or locally produced, what is the leverage one can use to gain a competitive advantage? What will be the means of differentiation? The answer and the ultimate business advantage may very well be customer service excellence.

In an effort to measure service excellence, South African customer satisfaction questionnaires, have historically via the questions that they ask and the weightings they give to these questions emphasised the transactional component of customer satisfaction. South African automotive retailers however need to understand the relationship component of the satisfaction of customers. This research shows that the current definition of Customer satisfaction does not measure this relation component as defined by emotional intelligence of the service advisors.

Suggestions are given at the end of the report as to how this situation can be changed and the advantages that can be taken for automotive retailers.

© 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

King, D 2007, Does Mercedes-Benz service customer satisfaction measure the service advisor emotional intelligence?, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-04072010-114937/ >


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