Thesis:

The Effect of Customer Orientation on Customer Satisfaction with the Mediating Role of Service Quality in Automotive Service Dealerships

Abstract Today, the secret of survival of organizations lies in retaining and maintaining customers, and only those organizations that are successful in attracting and retaining a sufficient number of customers will survive and achieve significant success. According to most experts, the surest way to achieve success is to remain in the minds of customers, and this can only be achieved through quality products or services. In the present study, the effect of customer orientation on customer satisfaction with the mediating role of service quality in an automotive service agency was examined. The above study is applied in terms of purpose and descriptive in terms of method. The sample size was 384 people from all customers of the Khorouei service agency in Sabzevar city, which was selected by simple random sampling based on the Cochran formula. The effect between the hypotheses was examined using the skewness-elasticity test, Smart Pls structural equations, and the Sobel test. The research results show that the strength of the relationship between all variables is considered significant. The test statistic is greater than the critical value of t at the 5% error level, i.e. 1.96, indicating that the observed correlation is significant. Therefore, all hypotheses were confirmed with 95% confidence, so that the effect of customer orientation on customer satisfaction was confirmed with the mediating role of service quality in the automotive service agency.

Keywords: customer orientation - customer satisfaction - role of service quality