Mr CA Mtsweni, Prof JJ Prinsloo, Mr SI van Zyl
Abstract
The second-hand automotive industry in Gauteng, South Africa, plays a crucial role in facilitating vehicle ownership within a competitive and dynamic market. However, this sector faces significant challenges in delivering consistent after-sales services, which are critical determinants of customer satisfaction and loyalty. This study investigates the factors influencing after-sales customer experiences in this industry, specifically focusing on the interplay between service quality, communication strategies, warranty provisions, and customer support. Utilising a quantitative research methodology, data was collected through structured surveys targeting second-hand vehicle buyers in Gauteng. The research aimed to identify critical drivers of customer satisfaction and loyalty, explore barriers to achieving these outcomes, and propose actionable strategies for industry stakeholders. The findings reveal that customer satisfaction is strongly influenced by tangible factors such as vehicle quality and warranty support, as well as intangible aspects like trust, effective communication, and service recovery processes. While some dealerships excel, others demonstrate variability in service delivery, undermining confidence and repeat business. The study highlights significant demographic nuances, such as varying expectations among different customer segments and the influence of dealership practices on post-purchase satisfaction. This research contributes to the theoretical understanding of customer experience in the automotive sector by validating the applicability of models like SERVQUAL and extending them to the unique challenges of the second-hand market in Gauteng. Practical recommendations are provided to address identified service gaps, including implementing standardised service protocols, enhancing staff training, and leveraging digital platforms for improved customer engagement. These strategies aim to foster customer loyalty, improve business sustainability, and position dealerships competitively in a market increasingly driven by customer-centric practices. The study concludes by emphasising the importance of aligning after-sales services with evolving consumer expectations and regulatory frameworks for sustained growth in South Africa’s second-hand automotive industry.