Effects of Customer Support on Service Quality and Customer Satisfaction in the Automobile Industry
Kasibe Siyamtanda · Arthur Mapanga ORCID ↗ · Mvuyisi Mabungela ORCID ↗
International Journal of Business Ecosystem & Strategy · 2026 · Vol. 7 / Issue 6 · 43-54
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Abstract
Customer satisfaction is a key driver of competitive advantage in the automobile industry. Understanding how customer support influences perceived service quality becomes increasingly important as service expectations rise. This study investigates the role of customer support in shaping service quality perceptions and its impact on overall satisfaction. A quantitative survey of 504 customers across various industries assessed perceptions of service quality, support effectiveness, and satisfaction levels. Results show that customer support significantly strengthens the relationship between service quality and satisfaction. Customers receiving higher levels of support reported greater satisfaction. These findings highlight the need for organisations to deliver high-quality services and invest in robust support systems. The study offers empirical evidence and practical insights for adopting a customer-centric approach to enhance loyalty and sustain market competitiveness.
Keywords: {'name': 'customer support'}, {'name': 'customer satisfaction'}, {'name': 'customer loyalty'}, {'name': 'service quality'}, {'name': 'Automobile industry'}, {'name': 'South Africa'}
Authors & affiliations
Kasibe Siyamtanda
Walter Sisulu University
Arthur Mapanga
Walter Sisulu University
Mvuyisi Mabungela
Walter Sisulu University
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