Abstract

The purpose of this study was to identify the factor structure of car store's service quality and extract organization factors contributing to prediction of service performance of salesperson. It was compared perceived service of customers with service performance of salesperson. Two hundred seventy three who bought cars in car store rated each of 26 items on their perception and expectation in describing service quality. One hundred forty one salespersons rated items about organization factors and service performance. The results of the present study were as follows. First, it was found that car store's service quality were composed of understanding the customer, tangibles, appearance of salesperson and benefit of customers. Second, organization factors was extracted in order of job fit, perceived control, supervisory control system and horizontal communication. Third, perceived service of customers was significantly lower than service performance of salespersons. Finally, implications of the results and limitations of the present study were discussed.