ﺑﺮرﺳﯽ ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﭘﺲ از ﻓﺮوش ﻧﻤﺎﯾﻨﺪﮔﯽ ﻫﺎي ﺷﺮﮐﺖ ﺧﻮدروﺳﺎزي ﮐﯿﺎ ﻣﻮﺗﻮرز در ﺷﻬﺮ ﺗﻬﺮان ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪل ﺳﺮوﮐﻮال

effect of the quality of after sales services of Kia Motors Automobile Dealers in Tehran using the Servqual Model

ﺳﻨﺠﺶ ﮐﯿﻔﯿـﺖ ﺧـﺪﻣﺎت، ﭘـﯿﺶ زﻣﯿﻨـﮥ ﺿـﺮوري ﺑﺮﻧﺎﻣـﻪرﯾﺰي در ﺟﻬـﺖ ﺑﻬﺒـﻮد ﮐﯿﻔـﯽ ﺧـﺪﻣﺎت ﺳﺎزﻣﺎﻧﻬﺎﺳﺖ، ﺑﻨﺎﺑﺮاﯾﻦ ﻣﻄﺎﻟﻌﮥ ﮐﯿﻔﯿﺖ ﺟﻨﺒﻪﻫﺎي ﻣﺨﺘﻠﻒ ﺧﺪﻣﺎت ﺳﺎزﻣﺎﻧﻬﺎ از دﯾﺪﮔﺎه اﺳﺘﻔﺎدهﮐﻨﻨﺪﮔﺎن، از دﯾﺮﺑﺎز ﻣﻮﺿﻮع ﭘﮋوﻫﺸـﻬﺎي ﻣﺘﻌـﺪدي ﺑـﻮده اﺳـﺖ. اﺳـﺘﻔﺎدهﮐﻨﻨﺪﮔﺎن از ﺧـﺪﻣﺎت ﺳـﺎزﻣﺎﻧﻬﺎي مختلف،اﻧﺘﻈﺎرﻫﺎﯾﯽ در ﻣﻮرد ﺧﺪﻣﺎت درﯾﺎﻓﺘﯽ دارﻧﺪ و رﻣﺰ ﮐﻠﯿﺪي دﺳﺘﯿﺎﺑﯽ ﺳﺎزﻣﺎن ﺑﻪ ﮐﯿﻔﯿﺖ ﻣﻄﻠـﻮب ﺧـﺪﻣﺎت، اراﯾﻪ ﺧﺪﻣﺎت و ﻋﻤﻠﮑﺮدﻫﺎﯾﯽ اﺳﺖ ﮐﻪ ﻣﻄﺎﺑﻖ ﺑﺎ اﻧﺘﻈﺎرﻫﺎ ﯾﺎ ﺣﺘﯽ ﻓﺮاﺗـﺮ از اﻧﺘﻈﺎرﻫـﺎي اﺳـﺘﻔﺎدهﮐﻨﻨﺪﮔﺎن ﺑﺎﺷﺪ. در اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪل ﺳﺮﮐﻮال 3ﺑﻪ ﺑﺮرﺳﯽ ﮐﯿﻔﯿـﺖ ﺧـﺪﻣﺎت ﭘـﺲ از ﻓـﺮوش ﺷـﺮﮐﺖ ﺧﻮدروﺳﺎزي ﮐﯿﺎ ﻣﻮﺗﻮرز 4در ﺳﻄﺢ ﺷﻬﺮ ﺗﻬﺮان ﭘﺮداﺧﺘﻪ ﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘـﮋوﻫﺶ ﺣﺎﺿـﺮ دارﻧـﺪﮔﺎن ﺧﻮدروﻫﺎي ﺷﺮﮐﺖ ﮐﯿﺎ ﻣﻮﺗﻮرز در ﺳﻄﺢ ﺷﻬﺮ ﺗﻬﺮان ﺑﻮدﻧﺪ ﮐﻪ از ﺟﺎﻣﻌﻪ آﻣﺎري ﻣﻮرد ﻧﻈﺮ ﺑـﺎ ﺗﻮﺟـﻪ ﺑـﻪ ﺟﺪول ﻣﻮرﮔﺎن ﺑﻪ ﺷﯿﻮه ﻧﻤﻮﻧﻪ ﺑﺮداري ﺗﺼﺎدﻓﯽ ﺧﻮﺷﻪ اي از ﺗﻌﺪاد 384 ﻧﻔﺮ ﭘﺮﺳﺸﻨﺎﻣﻪ وﺻﻮل ﮔﺮدﯾﺪه و ﺑﻮﺳﯿﻠﻪ ﻧﺮم اﻓﺰار spss20, LISREL8٫5 ﻣﻮرد ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸـﺎن داد ﮐﻪ ﻧﻤﺎﯾﻨﺪﮔﯽ ﻫﺎي ﺷﺮﮐﺖ ﮐﯿﺎ ﻣﻮﺗﻮرز ﺷﻬﺮ ﺗﻬﺮان ﻧﺘﻮاﻧﺴﺘﻨﺪ اﻧﺘﻈـﺎرات ﻣﺸـﺘﺮﯾﺎن ﺧـﻮد را ﺑـﺮآورده سازند

Quality service assessment is the prerequisite of the programming in order to qualitative improvement of the organizations’ services. Hence, the study of the quality in different aspects of the organization’s services from the consumers’ perspective has been the subject of many studies historically. Users of the organizations’ services have expectations about the received services, and the major key for the organizations to reach to the desirable quality of service is presenting the services and functions that are matched with expectations or even beyond the expectations of users. This study surveyed the quality of the after-sale service for Kia automobile manufacture, by using the SERVQUAL model, in Tehran. The statistic society of the current study was the owners of Kia cars. According to Morgan table, 384 questionnaires had been collected, and the collected data were analyzed by LISREL8.5, and SPSS20 software. The results showed that Kia agencies in Tehran failed to meet their customers' expectations.